Stella Artois — Le Savoir Global Experiential Platform

Creating a ticketed, multi-sensory dining experience across NYC, Montréal, Buenos Aires, and Seoul where time is a metaphor and Stella Artois is the muse.

Role: Business/Experiential Strategist
Agency: SID LEE

Ask

Transform the storied existence of Stella Artois into an experience that you can see, eat, touch, taste, and smell.

Strategic Approach

Stella Artois is all about the art of hosting elegantly, inspiring people from all walks of life to leave their mark under the "Be Legacy" brand platform. Because so much of hosting revolves around food and beverage, we set out to create a fully-ticketed experiential dining series that entrenches experience maximizers into the elevated world of Stella Artois. 

Creative Solution

Using time as the metaphor and Stella Artois as our muse, we invited guests to a forgotten garden in the heart of the city where they could explore a trove of edible curiosities. All aspects of the experience design were developed using experimental psychology, giving way to an unforgettable dining experience. Our creative executions encompassed everything from pre-teaser films, food, costumes, make-up, and spatial design to Instagrammable photo opps that awaken the senses. 

Results

Across our four activation cities, we hosted two to three 150-person seatings per night for 5-7 nights. Across all of the experiences, 8560 ticketed attendees were able to indulge in the edible curiosities of Le Savoir, manifesting in: 12% sales lift year-on-year and off-premise; 400mm media impressions; and over 380 PR headlines/stories