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Wicker basket on grass with the lettering “Lofting du Style – Lanson”.

POLO, PICNIC, PERLAGE

Champagne Lanson has stood for French joie de vivre, sporty elegance and a champagne style defined by vitality, freshness and fruit since 1760. This exact promise is translated into an unusual experience with the Lanson Lofting du Style roadshow: instead of waiting for unpredictable spring weather, a format was developed that brings summer indoors – complete with a stable-style staging, mini ponies and the presence of the Lanson Bundesliga polo team. The brief: to combine the flair of polo and the ease of a champagne picnic with the expert depth of a food-paired vintage tasting, making the creativity of the "Champagne Maker" tangible for retail, press and opinion leaders.

Client:
Borco-Marken-Import Matthiesen GmbH
Industry:
Services:

Development of an indoor roadshow for Lanson, combining polo and picnic lifestyle with a food-paired champagne tasting.

The creative guiding idea relies on a radical shift in perspective: while everyone else can do outdoors, Lanson stages the outdoor feeling in an urban loft. Real turf, hay bales, saddles and jerseys create an atmospheric stable scenery that transforms the space into a polo world. In between: long wooden tables, candlelight, lush flower arrangements and a finely curated food concept that picks up the character of the different cuvées across small courses. The champagnes aren't just tasted, but told through the interplay of texture, aroma and temperature – from the first summery aperitif to dessert.

Bottle of Lanson Rosé Label Brut in front of a bouquet, next to a dessert with raspberries.
Light box sign “Lanson ♥ Polo” against a pink-lit straw bale, with two champagne bottles beside it.

Design and execution follow a clear, transferable system: invitation newsletters, menu and drinks cards as well as displays carry a fresh, dew-drop-inspired imagery and the claim of a "perfect start to summer". The combination of natural materials, soft daylight and deliberate staging of bottles, corks and cocktails translates brand values like vitality, quality and modernity into the space.

Hand holding a tablet showing a Lanson picnic visual in front of a festively laid table on artificial turf.
Gallery wall of framed polo pictures, including a riding helmet and match scenes.
Dessert buffet in jars on wooden tiers with a sign reading “Der perfekte Start in den Sommer”.

The result is a roadshow that goes far beyond a classic tasting. It combines storytelling, training and experience, creates closeness to the brand, and makes Lanson tangible as a polo and picnic champagne – regardless of weather, place or city. This turns an indoor event into a format that anchors summer in a glass, and in the minds of its guests, for the long run.

Picnic basket with a bottle of Lanson Rosé, grapes, plates and cutlery on the lawn.
Old wooden ladder used as a display stand with Lanson bottles in rosé, white and black.
Guests at a bar in a vaulted cellar with candelabras, rows of glasses and champagne coolers.
Man tasting champagne from a glass in a vaulted cellar.
A bottle of Lanson Black Label Brut held up in front of an illuminated pyramid of bottles.
Three Lanson bottles in white cooling sleeves inside an old wooden crate.
Lanson sales display with rosé and black label bottles, wooden crates and a candelabra.
Illuminated circular bottle stand holding Lanson Black Label Brut on several tiers.