Chateau Ste. Michelle Lunar New Year Pop-up

Chateau Ste. Michelle has been hosting limited-run pop-ups in their tasting room for the last several years, to showcase other Ste. Michelle brands (such as Fruit & Flower), highlight special wine releases (like Midsummer's White), or celebrate certain occasions, such as Lunar New Year. They wanted to celebrate this special holiday, the Year of the Tiger, with a pop-up, but in a way that aligned with their brand—joyful and celebratory, while also feeling modern and luxurious. The use of bold color, custom illustrated tigers, luxurious furnishings, and unique bespoke fabricated pieces gave this space a true transformative makeover that was striking, immersive, and very special. 

Using a color palette of red and gold, I created linear tiger illustrations to be used on all pop-up materials. Using a complementary linear design, I also created a custom fan motif to use as a dividing wall and an interior sculpture, meant to both set the mood and create instagrammable moments. On the exterior wall of the popup, dimensional tiger illustrations were brought to life surrounding a keyhole design in the exterior, which allowed people to see both inside and outside of the popup, setting an inviting tone. I selected furnishings and accessories such as gold wire chairs, a circular-motif ceiling lamp, and gold wire hanging candle holders to round out the space.

I also created support pieces around this pop-up, including menus, hanging tags, banners, stickers, and digital ads.