VENTURE BEYOND 2.0 POP-UP
Penfolds Venture Beyond is a global brand platform that takes wine lovers on imaginative journeys. After exploring outer space in earlier editions, the 2023 theme dives into the ocean with a concept called Deep Sea Discovery. The idea is to capture the spirit of adventure, mystery and exploration — values that reflect Penfolds’ approach to winemaking and its evolution into a modern luxury brand.
The pop-up spaces and displays are designed to feel like an underwater world. Visitors are surrounded by coral-like structures, marine colours of blue and green. The signature Penfolds red stands out across the deep-sea palette, making the brand instantly recognisable while still blending into the aquatic setting.
Venture Beyond: Deep Sea Discovery pop-up were meticulously crafted to immerse visitors in an otherworldly underwater environment. The setup featured custom-built coral structures that mimicked the ocean floor, creating a dynamic and sensory-rich atmosphere. The production team used layered acrylics, reflective materials, and motion lighting to simulate the movement of water and marine life, while digital projections added depth and realism to the space. The result was a seamless fusion of art, technology, and storytelling, reinforcing Penfolds’ commitment to innovation and its evolution as a global luxury lifestyle brand.