HOUSE OF SUNTORY AT TASTE OF LONDON

WE GAVE 50,000 LONDONERS A TASTE OF JAPANESE CULTURE

Roku & Haku are Japanese craft spirits that the London foodie scene needed to be introduced to. Taste of London was the perfect setting to ensure high footfall, mass sampling and a canvas for us to create a powerful brand building activation that celebrated the Hanami festival.

Concept Development | Production & Installation | Event Management | Asset Creation

The Challenge

Take a 10x10m patch of grass and turn it into a premium brand activation that stops people in their tracks and houses a bar, lounge & masterclass.

This should communicate Japanese authenticity and quality credentials across the House of Suntory portfolio, as well as build unaided awareness
of their brands.

THE Insight

Consumers are searching for out of the ordinary experiences and spaces that excite their senses. Bespoke drinking and dining experiences are a big winner, as are bespoke off-menu items that have been created solely for that particular event. But any activation for these brands must honour the Japanese values & rituals of attention to detail (Monozukuri) and the art of hosting (Omotenashi) to be authentic.

The APPROACH

Wonderworks designed a Japanese sakura terrace in celebration of Japanese craftsmanship and the Hanami festival. Taste-goers were invited to lounge below canopies of beautiful vibrant pink sakura blossoms, whilst sipping on one of four carefully crafted cocktails.

For curious guests, who sought to immerse themselves further, Japanese cocktail & Kaiseki masterclasses were on offer in a hidden sunken room, giving attendees a unique opportunity to learn from House of Suntory experts about the history, culture and craftsmanship behind Roku & Haku. 

THE WONDER

All activation KPIs were hit, with key customers delighted and 2500 consumers paying for cocktails evidence of how successful the stand was from a commercial point of view. The response from Taste attendees was a resounding success: punters were immediately drawn to the stand, to engage and take photos of the Japanese sakura terrace. Masterclasses were a tremendous hit, with each class being booked out within 30 minutes: it was hardly surprising when House of Suntory learned they had won best masterclass in show…