Global: Grey Goose launches French-themed pop-up experience

Premium vodka brand Grey Goose launched its global summer pop-up experience, Grey Goose Boulangerie Bleue, with an event in New York last weekend.

Grey Goose's Camionette: hosting private consultations
Grey Goose's Camionette: hosting private consultations

The pop-up transports guests to the French Riviera via a secret entrance through a traditional French bakery, to enjoy an immersive experience created by an influential list of culinary, cocktail and music partners.  

For the New York event, guests were encouraged to look for the lone goose icon in Brookfield Place in Battery Park (from 16-19 June), and spot what surprises lay beyond the bakery door. 

The vodka brand collaborated with French music label Kitsuné to curate the music, baking expert Adam Leonti of Brooklyn Bread Lab to create artisan breads inspired by the finest French ingredients and a selection of New York's best bartenders to craft cocktails.  

An intimate martini cocktail bar was also part of the experience. Called the Grey Goose Camionette, it took appointments for private consultations, where guests had the opportunity to tailor the vodka martini cocktail to their own personal taste.

Tom Swift, global vice-president at Grey Goose said: "The Grey Goose 'Boulangerie' concept is inspired by creator and cellar master François Thibault who challenged convention to create a vodka of exceptional quality from only the finest soft, winter wheat from Picardie, known as the 'bread basket' of France.  For summer, the concept extends to bring a taste of the French Riviera to urban spaces around the world."

The concept is touring 20 cities and summer hot spots around the world, including Toronto, Paris and Venice, alongside New York.

Last month, Grey Goose offered a mixology-based travel experience in the US, to coincide with Memorial Day weekend. 

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