Luxury Christmas pop-up for sparkling wine brand Nyetimber

English sparkling wine maker Nyetimber is to open a Christmas pop-up in the Burlington Arcade, in London's Mayfair. Opening in early November and trading for two months, the store has been designed by Meredith Collective.

The store will continue Nyetimber's focus on experiential marketing activities, which has seen a number of summer initiatives this year. The Nyetimber Boutique pop-up will offer two floors of luxurious products and gifting ideas, with garlands, vines and frosted foliage reflecting the beauty of vineyards.

There will also be a bar, from which customers can receive wrapped presents as well as a glass of wine.

“Building long-term relationships with our clients by means of experiences is crucial to the success of our brand, which focuses on encapsulating the heritage, passion and perfection of our winemaking,” says Nyetimber head of marketing Louisa Corben.

“Everything we do is designed to communicate the authenticity, elegance and grace of the Nyetimber brand and experience has proved to be the most powerful way to achieve this. The success of our summer 2019 activations demonstrated the effect of experiential creativity, presenting Nyetimber to new audiences, and the perfectly-positioned brand partnerships elevated Nyetimber even further”.

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