Integrated branding agency Ragged Edge has created the The World’s Most Intimate Martini Bar, hidden inside a beautifully restored Citroen van.

“As part of an integrated campaign for Grey Goose vodka, the agency will launch the ‘Boulangerie François camionnette’ across a number of cities throughout the UK this year. Housing just two guests and a mixologist, the luxuriously appointed bar is designed to bring the brand’s intrinsic story to life though a private cocktail consultation where guests receive a bespoke Grey Goose Martini tailored to their taste.”

This is great example of a brand moving beyond the store shelf to give consumers a memorable experience that will undoubtedly be associated with the Grey Goose brand. By positioning a premium product through a proper and elegant presentation, the brand is able to physically deliver on the promise of quality, exclusivity, and great design. All monikers a premium consumer can recognize. As consumers begin to demand more quality attributes from the brands they invest in, brands must quantify this “want” with tangible experiences that tantalize all the senses.