RESIDENCE OF RARE
A LUXURY CAMPARI GROUP EXPERIENCE

Campari Group’s highest quality spirits, champagnes and liquors belong to a newly-formed luxury division called RARE. To celebrate the launch of this special group, we created an event that brought all of the brands together under one roof. The incredible Gensler-designed NYC Campari headquarters was transformed to become the RESIDENCE OF RARE. The event, which hosted 250 VIPs from the food, wine and spirits worlds, took guests on a white-glove guided tasting tour through several rooms in the building, ultimately driving to a party space for group entertainment and education. From a grand entrance, to small, personally guided group programming, a champagne speakeasy for the V-VIPS, industry celebrity talks, stellar artistic installations that told the brands’ stories, to catering from Olivier Cheng, every detail in the RESIDENCE OF RARE was a truly luxury experience that set a new standard for fine spirits product portfolios.

ROOM DESIGNS :

  • Architectural infinity mirror Welcome experience, reflecting bottles in all directions

  • Lallier Caviar Bump Lounge

  • RESIDENCE OF RARE stairway

  • Greatness of Grain bourbon tasting room

  • Neat and Ice Lounge for Bisquit & Dubouche and GlenGrant tastings

  • Mayenda Tequila laboratory

  • RESIDENCE OF RARE Great Hall