Carte Blanc Experience

NYFW Pop-Up Concept

FOR: Kronenbourg Brewery

BY: The & Partnership NYC

MY ROLE: Concept Creative Director, Designer

COPY WRITER: Caroline Moreton

WHEN: FEBRUARY 2019

PLACEMENT: DID NOT RUN

The Story

1664 Blanc was the official beer of New York Fashion week. They wanted to create pop-up like experiences to generate social media buzz for the models, influencers and celebrities that would be attending NYFW. Myself and the rest of the creative team at The & Partnership were tasked with idea storming these pop-ups.

My creative partner and I came up with the Carte Blanc: an all white card with subtle 1664 branding. The cards are handed out in all blue packaging along with your passes for NYFW, featuring addresses of pop bars and parties around town.

CARD PACKAGING

Handed out with credentials and passes for the rest of NYFW

Show up at a location.

Head to the bar and hand the bar tender your card.

The tender shines a black light pen on the card.

It reveals a message.

Most cards get you a free 1664 Blanc, but some do more.

ST. PATRICE DAY

To keep the ball rolling in NYC, the following March, 1664 Blanc would roll out a ambiguous campaign promoting yet another Carte Blanc party but this time, for St. Patrick’s Day. Kronenbourg being a French and blue brand, we decided to give the famous green, Irish holiday a French counterpart.

St. Patrice day needed a refreshed 1664 mark. We realized we could swap the “4” with a four leaf clover and create a small “ah-ha!” moment in the design, while incorporating St. Patrick’s Day symbolism.