Penfolds Grange

After more than two decades partnering with Penfolds, we were asked to create a global in-store presence for Grange that would elevate their most iconic wine in a category saturated with luxury cues. The solution: a system built on four principles - showcase, powerful, scarcity, and elusive. Layered translucent glass with a subtle Penfolds red tint creates depth and intrigue, obscuring and revealing simultaneously. The Penfolds "P" becomes a symbolic locking mechanism in red anodised metal, reinforcing the idea that Grange is something to be unlocked, not freely accessed. Choreographed LED lighting draws the eye exactly where it needs to go, creating theatrical reveal without excess. Three formats - The Podium, Shelf Highlight, and Glorifier - allow the design to work across diverse retail environments from Shanghai to New York. The installation reframes Grange not as a product on shelf, but as an experience: something to be approached with reverence, not immediacy. When craft, strategy, and partnership align, you don't just create displays. You create presence.