Meredith Collective brings luxury to life for Nyetimber with Christmas pop-up


Nyetimber, the English sparkling winemaker has engaged experience experts Meredith Collective to deliver a luxury two-month Christmas boutique at Burlington Arcade, retail destination in Mayfair, London. This latest Nyetimber experience signals the brand’s focus on experiential as a foundation for its marketing strategy and follows a series of successful luxury summer experiences, also designed and delivered by Meredith Collective.

Launching on November 5th, The Nyetimber Boutique will be the festive experience for gifting, photo moments and festive experiences over Christmas 2019. Imagined, designed and delivered by Meredith Collective, visitors to the Nyetimber Boutique will experience two floors of luxury, inspired by Nyetimber’s range of sparkling wines.

The ground floor will showcase their range of sparkling wines with vineyards, grand garlands, golden vines, frosted foliage and a christmas canopy, as well as a gifting experience and a bar to enjoy the Nyetimber sparkling wine. Guests will also have the chance to get involved with their series of wine tasting experiences and wreath-making masterclasses with florist Charlotte Mcauley throughout the two-month pop-up.

Louisa Corben, Head of Marketing at Nyetimber, said: “Building long-term relationships with our clients by means of experiences is crucial to the success of our brand, which focuses on encapsulating the heritage, passion and perfection of our winemaking. Everything we do is designed to communicate the authenticity, elegance and grace of the Nyetimber brand and experience has proved to be the most powerful way to achieve this. The success of our summer 2019 activations demonstrated the effect of experiential creativity, presenting Nyetimber to new audiences, and the perfectly-positioned brand partnerships elevated Nyetimber even further”.

Meredith O’Shaughnessy, Founder and Creative Director at Meredith Collective, added: “Nyetimber is a dream brand to deliver creative activations for, encapsulating the best of British luxury with a desire to push boundaries. It’s our philosophy that well-designed experiential stores offer truly innovative brands the ideal platform through which to engage and excite audiences, old and new. With Nyetimber’s experience-led strategy they are proving the power of the personal. Leading with experience and emotion first they are creating new fans and creating unforgettable brand touchpoints.”