GRAND MARNIER
ROUGE ROOM
the challenge
GRAND MARNIER SET OUT TO REIGNITE ITS ROUGE ROOM SERIES IN 2025 WITH A PRESENCE THAT FELT UNDENIABLE. THE GOAL WAS TO BRING THE BRAND’S LUXURIOUS, SLIGHTLY SUBVERSIVE IDENTITY TO LIFE FOR THE HOUSTON TRADE COMMUNITY, LEANING INTO CRAFT, CULTURE, AND ELEVATED INDULGENCE. HOUSTON NEEDED TO ESTABLISH THE TONE FOR THE YEAR AHEAD: A MARKET TAKEOVER THAT INTRODUCED THE FULL GRAND MARNIER PORTFOLIO, REINFORCED THE BRAND’S PREMIUM POSITIONING, AND DELIVERED AN EXPERIENCE RICH IN STORYTELLING, TEXTURE, AND SENSORY IMPACT. THE CHALLENGE WAS TO CREATE A NIGHT THAT DIDN’T SIMPLY POUR COCKTAILS, BUT BUILT DESIRE: A NIGHT THAT MADE GUESTS FEEL THE MYSTIQUE AND MODERNITY THAT DEFINE GRAND MARNIER TODAY.
the SOLUTION
SOHO TRANSFORMED FANCY’S HOUSTON INTO AN UNDERGROUND SALON PARTY: A ROUGE ROOM REIMAGINED FOR THE MODERN TRADE AUDIENCE. GUESTS STEPPED THROUGH A DRAMATIC RED-CURTAIN REVEAL INTO A WORLD SOAKED IN CRIMSON LIGHTING, VELVET WARMTH, AND A CINEMATIC SENSE OF INTRIGUE. THE EVENING UNFOLDED THROUGH MUSIC FROM MR. ROGERS, ELEGANT PASSED BITES, AND A ROTATING CAST OF COCKTAILS THAT SHOWCASED THE DEPTH OF THE GRAND MARNIER PORTFOLIO, FROM THE PAPERCUT HIGHBALL AND GRAND MARGARITA TO PREMIUM CUVÉE POURS LED BY BRAND AMBASSADOR XAVIER HERIT.
THROUGHOUT THE SPACE, INTERACTIVE MOMENTS BROUGHT THE BRAND TO LIFE. A STYLIZED PHOTO SET CAPTURED THE ROUGE ROOM’S SIGNATURE GLAMOUR, WHILE INVISIBLE-INK HAND STAMPING ADDED A PLAYFUL LAYER OF DISCOVERY. A LINEUP OF HOUSTON’S TOP BARTENDERS BROUGHT THEIR OWN ARTISTRY TO THE BAR, TURNING EACH POUR INTO A CONVERSATION. THE RESULT WAS AN EXPERIENCE THAT IMMERSED GUESTS FULLY IN THE WORLD OF GRAND MARNIER: SEDUCTIVE, EXPRESSIVE, AND UNMISTAKABLY PREMIUM; THE KIND OF NIGHT THAT LINGERS LONG AFTER THE FINAL TOAST.
