Penfolds Window Display at The Crown Melbourne

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Since 1844, Penfold’s strong history and heritage has played a pivotal role in the evolution of Australian winemaking. The stories and philosophies behind each label bring a timeless quality, making Penfolds wines special and compelling for collectors and drinkers the world over.

Crown Cellar & Co. is a boutique wine and spirits retailer showcasing the finest selection of alcoholic beverages. Uniquely situated within Crown Towers Melbourne, their extensive range is sourced both locally and abroad. Due to their location, they service a broad range of local and international clientele.

Penfolds was offered the opportunity to create a window display to catch the attention of passers-by and promote the distinguished Australian brand’s foray into rose, alongside their seasonal and gifting campaigns. The space needed to be seasonally relevant, being installed in the lead-up to Christmas, to inspire gifting.

We designed and installed a Christmas themed window championing the new Penfold’s range, with an interchangeable section able to be swapped out for Lunar New Year, to engage the international clientele of The Crown. 

The Crown team were so impressed they offered a further 8 window panels adjoining the store to Penfolds for a longer lasting installation, which then featured a further Lunar New Year design, later switched out for content centred on Penfold’s ‘No ordinary gift’ campaign, enabling the window display to be an enduring, relevant display focussed on gifting.


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Window Displays

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The main window display features window decals, hanging signs and custom plinths showcasing the featured Penfold’s range.

The key innovation of this window installation is the adaptability of the design to have individual elements replaced with each new seasonal period, allowing a re-fresh of the space with minor construction changes.

The window display seamlessly integrates numerous Penfold’s campaigns and objectives to target multiple consumer groups and demographics simultaneously, such as introducing the new ‘pink’ Penfolds, whilst maintaining the strong, bold, well-established traditional Penfold’s brand identity.

The eye-catching displays illuminated an otherwise un-engaging space and attracted the attention of many passers-by.

With 482 rooms available at the Crown hotel, servicing over 1000 guests as well as additional casino and restaurant precinct goers, across the three month period the installation likely reached tens of thousands of eyes, dramatically increasing brand awareness.

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