THE BRIEF
Following the success of year one, Lidl Noir was back, and the challenge was to raise the bar. This time, we wanted to go further, delivering something unexpected that would challenge perceptions and showcase just how good Lidl's range of wines, champagne and Irish cream could be when compared with far more expensive alternatives.

THE PROCESS
Invite guests to leave the outside world behind and step into an immersive sensory tunnel, designed to heighten their senses and build anticipation.

Once inside, the experience took a deliciously unexpected turn. Guests were immersed in complete darkness, where sight was removed and taste took centre stage. With nothing to distract them, they were invited to explore the subtle notes, flavours and qualities of Lidl's wines, champagne and Irish cream, discovering each for themselves without the influence of labels, packaging or price tags.

THE RESULTS
Hundreds of guests experienced Lidl's range in an entirely new light, challenging their preconceptions and discovering that great taste doesn't have to come with a premium price tag.

And the experience didn't end at the exit. Guests could purchase their favourite discoveries there and then, taking a little of the Lidl Noir experience home to share with friends and family.

AGENCY: CSM
IDEATION: Lee Rooney

PRESENTATION: Lee Rooney

VISUALISATION: CSM Studio