Culture
The Krug Kreperie: A Luxurious Pop-Up Experience in Covent Garden
Crêpes by a three-Michelin-starred chef. A glass of Krug. £35.
For Christmas 2013, Krug and chef Pierre Koffmann opened a pop-up crêperie in Covent Garden. Street food meets rough luxury, served in dining pods built like giant champagne crates. Demand moved it to The Berkeley for another month.
Krug | The Persuaders | White Label UK | UK | 2013
Art Direction · Experiential · Pop-Up · Hospitality
Challenge
Stand out in the crowded festive season and strengthen Krug's link to fine dining and craftsmanship. Bring in new customers without losing any of the brand's exclusivity.
Insight
Luxury consumers want experiences that feel exclusive and accessible at the same time. Pair a prestige champagne with a much-loved French street-food staple, and the contrast does the work.
Idea
Gourmet fast food, the Krug way.
A crêperie in Covent Garden serving Pierre Koffmann's exclusive crêpe recipes with a glass of Krug Grande Cuvée, open from 2 to 8 December 2013.
Guests ate in French chalet-inspired pods shaped like Krug crates. Baccarat chandeliers and Italian leather seats above reclaimed wood floors. Après-ski, in the middle of London.
Priced at £35 for a crêpe and a glass, it made luxury accessible, then moved to Koffmann's at The Berkeley to keep the momentum going.
Impact
Nearly 600 guests during the Covent Garden run
27 positive media pieces, including The Upcoming, Cherie City and Sainsbury's Magazine
Extended to Koffmann's at The Berkeley for a further month due to demand
13K social posts from guests sharing on Instagram
People
Creative Directors: Andrew McDonald & Dominic Franks
Art Director: Matthew Swan
Program Manager: Saorla Magee