Following success in Bangkok, Sydney and Los Angeles earlier this year, Venture Beyond by Australian winemaker Penfolds recently made its way to Singapore to offer a futuristic wine experience through a series of interactive digital installations, add-on masterclasses and live performances under the theme of space exploration.
Named after Penfolds' motto "1844 To Evermore", the Venture Beyond by Penfolds experience immerses visitors in 178 years of Penfolds' winemaking heritage as well as a vision of the future. Featuring an interactive projection wall, visitors learn about the winery's global approach to winemaking, which is unconstrained by region or vineyard, and how it embraces the opportunity to explore top viticultural regions throughout the world and in Australia.
"Penfolds Venture Beyond is the ultimate embodiment of mankind's pursuit to explore the unknown, where space exploration was used as the vehicle to invite new consumers to 'Venture Beyond' and embark upon a journey into Penfolds wines. We are proud to have brought this concept to life in Bangkok, Sydney and Los Angeles in the past few months, showcasing Penfolds' unique 'House Style' through curated wine tasting experiences and spaced themed activations," said marketing director Irene Kong.
"As the spirit of innovation continues to drive us, we will elevate the Venture Beyond by Penfolds experience in Singapore with the celebration of the Penfolds Collection, comprising of wines from three countries: the Australian, Californian and the inaugural French wines."
Lunar Experience, an otherworldly short film about Penfolds' creative winemaking process created by art collective Babekühl, was showcased in an interactive lunar landscape environment. It exhibits wines from The Penfolds Collection made in both hemispheres using infrared cinematography, macro imaging, 3D scanning, photogrammetry, AI and code-based art tools, data-driven and generative visuals.
In the masterclasses, visitors learned about Penfolds' winemaking, which selects the best grapes from Australia, California and France without regard to a particular vineyard or area. Hosted by Penfolds International Brand Ambassadors Team, it featured pours of five premium wines from the Penfolds Collection including Grange 2018, St Henri Shiraz 2019, Yattarna Chardonnay 2020, FWT 585 Cabernet Merlot Petit Verdot 2019 and Bin 704 Napa Valley Cabernet Sauvignon 2019.
