A generational shift often brings fresh ideas and new interpretations. For established brands, maintaining relevance while respecting long-standing traditions is a delicate balance, particularly in today’s ever-evolving lifestyle landscape.

Even industry leaders must strive to capture and retain consumer attention amidst the barrage of daily information. One effective way to rekindle interest is through meaningful, emotional connections. Integrating brands into HoReCa venues provides a unique platform for these interactions.

Courvoisier, one of the “Big Four” cognac houses, is actively pursuing such integrations. IDEOLOGIST team was honored to contribute to one such project: introducing Courvoisier into Lila restaurant in Moscow. We managed everything from conceptualization to strategy development.

Restaurant Lila, known for its sophisticated atmosphere and opulent interior, required a highly nuanced approach. Our goal was to emphasize the rich history and depth of the Courvoisier brand while also aligning with the restaurant’s ambiance. We centered our concept on “joie de vivre”— the joy of life in its most vibrant forms. The highlight of the integration was the “Tree of Life” installation, a mythological symbol of nature’s enduring vitality. Adorned with fruits and flowers reflecting the notes in Courvoisier XO, the installation captures the essence of the cognac.

At the heart of the tree is a Courvoisier bottle, symbolizing the life-giving essence of the Jarnac terroir and the heritage of the Courvoisier maison. This installation not only resonates with Courvoisier’s updated brand theme, “Cognac in bloom,” but also complements Lila’s floral interior decor.

Our project extended to the restaurant’s menu and accessories, including a custom-themed drinks cart. We aimed for a holistic engagement, appealing to guests’ senses through aroma, music, and multimedia, encapsulating the “joie de vivre” experience.

Although external factors altered the project’s course, it received high praise from brand representatives and inspired us to continue evolving in this direction.

Year 2022
Team