An out-of-this-world experience featuring masterclasses, wine tastings, and live DJ performances
Following its extraordinary success in Bangkok, Sydney, and Los Angeles earlier this year, Venture Beyond by Penfolds, an experience that brings to life the visually powerful world of space exploration, will embark on a journey to Singapore this November. Located on the first floor of Raffles City Shopping Centre, the futuristic, out-of-this-world wine experience will run from 10 – 20 November 2022, featuring a series of playful interactions and digital installations, with a selection of add-ons such as masterclasses and live DJ performances to enhance visitors’ experience.
“Penfolds ‘Venture Beyond’ brand thematic is the ultimate embodiment of mankind’s pursuit to explore the unknown, where space exploration was used as the vehicle to invite new consumers to ‘Venture Beyond’ and embark upon a journey into Penfolds wines. We are proud to have brought this concept to life in Bangkok, Sydney, and Los Angeles in the past few months, showcasing Penfolds unique ‘House Style’ through curated wine tasting experiences and spaced themed activations,” says Irene Kong, Marketing Director, Penfolds International. “As the spirit of innovation continues to drive us, we will elevate the Venture Beyond by Penfolds experience in Singapore with the celebration of the Penfolds Collection, comprising wines from three country of origins: the Australian, Californian and the inaugural French wines.”
Named after Penfolds motto ‘1844 TO EVERMORE’, the first stop of the Venture Beyond by Penfolds experience will bring consumers through an immersive journey across Penfolds’ 178 years of winemaking history and a projection of the future. Featuring an interactive projection wall, visitors will learn about how the winery embraces the freedom to explore premium viticultural regions across Australia and the world, with a global approach to winemaking – unrestricted by region or vineyard.
Visitors will then be catapulted into space, to the moon and beyond, for THE LUNAR EXPERIENCE. Set in an interactive lunar landscape environment, an otherworldly short film about Penfolds creative winemaking process, created by design-driven art collective Babekühl, will be showcased. Depicting wines from The Penfolds Collection made across two hemispheres, this interpretation of the Penfolds story is told through the lens of new horizons and possibilities using infrared cinematography, macro imaging, 3D scanning, photogrammetry, AI and code-based art tools, data-driven, and generative imagery.
Continuing the brand’s strong and iconic use of physical activations, visitors to Venture Beyond by Penfolds will be able to scan QR codes throughout their journey and participate in a series of ‘star quests’, including uploading their photos taken at the photo wall to a microsite. Upon completion of the ‘star quests’, visitors will be able to redeem customised Penfolds merchandise at the vending machine in THE LUNAR LOUNGE. Wine enthusiasts can also add their wines to a cart electronically by scanning the QR code at the bottle display area in the lounge and retrieve the physical bottles at the payment counter. Those who wish to continue their journey can opt to purchase a wine flight (worth SGD 48) of three Australian wines: Bin 389 Cabernet Shiraz
(affectionately known as ‘Baby Grange’), Bin 311 Chardonnay, and Max’s Cabernet Sauvignon, at the bar.
For a more luxurious and intimate wine tasting experience, the masterclass session (worth SGD 128) invites consumers to discover Penfolds’ winemaking approach, unrestricted by a specific vineyard or region to select the best of the best grapes from Australia, California and France. Hosted by Penfolds International Brand Ambassadors Team, the masterclass session will feature pours of five premium wines from the Penfolds Collection, comprising the Australian, Californian, and for the first time in Penfolds history, the inaugural French wines: Grange 2018, St Henri Shiraz 2019, Yattarna Chardonnay 2020, FWT 585 Cabernet Merlot Petit Verdot 2019, and Bin 704 Napa Valley Cabernet Sauvignon 2019.
On weekends, partygoers can dress up in accordance with the theme of the night (worth SGD 58), and be enthralled by the music, flight of three Australian wines, and the experiential “Moon Puffs” treat. Staged over 3 nights only, the themed nights will delight guests with live DJ performances from a stellar line-up of international and local acts such as Mademoiselle Yulia (JP), Farah Farz (SG), Daryl Knows, Kaye, A’alely of Darker Than Wax Collective (SG).
Admission to Venture Beyond by Penfolds is by reservation only, including general entry to the experience. All visitors must reserve a timeslot in advance at https://www.venturebeyondbypenfolds.com.