True to its philosophy that content always comes first, GSM Project used a multi-sensory narrative approach to immerse visitors deep within the Cointreau story. By stimulating all the senses, visitors are invited to discover the exceptional creativity and savoir-faire of the House of Cointreau. GSM Project’s team imagined the new experiential journey, through time and senses, in seven stages.
First, in an entrance hall dedicated to the first explorations of Edouard Cointreau, creator of the famous liqueur, visitors are invited into his workshop to explore the imaginary genesis of the brand. The distillery, its aromas of orange liqueur and its 19 majestic copper stills are then revealed to the public, who discover the distillation process specific to the House of Cointreau.
A new mezzanine, with a breathtaking view of the distillery, now offers a unique olfactory experience around orange peels, an essential and precious element of Edouard Cointreau's recipe. Visitors are introduced to the complexity, richness and power of the liqueur's aromas. "Chez les Cointreau", is a surprising cabinet of curiosities, where visitors discover the family history and its generations of entrepreneurs and visionaries from the Anjou region. Finally, visitors have the opportunity to dive into the many advertising campaigns of the brand, to (re)-discover the contours of the famous square bottle and to immerse themselves in a film featuring three of the most popular cocktails made with Cointreau: the Side Car, the Margarita and the Cosmopolitan.
Thanks to a timeless design, allowing the identity of the Cointreau brand to be expressed in an innovative way while emphasizing the uniqueness of the Distillery, and highlighting the work of its talented men and women who have contributed to the fame of the House of Cointreau, GSM Project has been able to translate in a modern and elegant way more than 170 years of history of an Angevin brand.
With this multi-sensory experience, the House of Cointreau aims to position itself as a destination in the distillery tourism in the Loire Valley region, France and Europe.
Realizing this international project would not have been possible without our collaborators:Volume Agencement, Big Bang Events, Remote, 7ème sens, Préfixe Solutions, the studios Cult Nation and Champagne Club Sandwich.