GSM Project unveils a multisensory experience at the heart of the Cointreau Distillery

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.

Citations

"Both the international experience of GSM Project and its combined Museology and Theatrical expertise had convinced us. The mandate was large: to translate more than 170 years of secular know-how, as well as the multiple personalities of the brand Cointreau, into a multi-sensory and experiential journey. From a family epic first to an orange liqueur at the heart of thousands cocktails, then to this resolutely French brand that has become an international icon ... it is a journey through time and senses that awaits visitors. Feedback is unanimous: magnificent !” – Nathalie Lesage, Heritage and Communication Director, House of Cointreau

“This two-year collaboration was quite an adventure in many ways! We had to plunge into the heritage and know-how of this iconic international brand, and learn so much about the fascinating universe of mixology to weave this 170 year-old story into an immersive journey. We are convinced that visitors from the area and around the world will be seduced by this new experience at the Cointreau Distillery. It is now exciting, current and resolutely timeless!” – Eric Demay, Project Director, GSM Project

About Cointreau Since its creation in 1849, the Cointreau brand expresses the same playfulness, driven by the creative impulse that gave it life. Balance, moments, pleasure, style… even in its creation. The clear liqueur recipe has retained its original authenticity since its creation by Edouard Cointreau. Its character and excellence lie in the rigorous selection and assembly of the sweet and bitter orange peel essences, a meticulous task entrusted to Maison Cointreau’s Head Distiller. Cointreau is the world’s leading premium orange liqueur and enjoys a longstanding presence across the five continents. Its superior quality makes it a favorite amongst bartenders and has earned it a place in the most respected bars around the world. Angers has been Cointreau’s home since the beginning. Today, every bottle is still distilled at the Cointreau Distillery in Angers, France, the brand’s only distillery.

More information available at WWW.COINTREAU.COM

About GSM Project GSM Project specializes in the creation and production of visitor experiences. Founded in 1958 in Montreal, Canada, the company has offices in Dubai and Singapore and collaborates with a wide range of clients all over the world to create immersive, educational and fun experiences. GSM Project has designed exhibitions for major museums across the globe, such as the National Museum of Singapore, the Canadian History Hall in Ottawa (Canada), the Anchorage Museum in Alaska (United States), and the Al Shindagha Museum in Dubaï (UAE).

More information available at https://gsmproject.com/en/

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Contact

For more info and materials, please contact: GSM Project Amanda Jopling Development and Marketing Director amanda.jopling@gsmproject.com +1 438 340 1191

House of Cointreau Sylvain Hertwig – sylvain.hertwig@mtrchk.com – 07.82.07.07.25 Clémence Elazem – clemence.elazem@mtrchk.com – 06.50.53.58.62