CellarStack by Penfolds

Penfolds

To invite a younger generation of shoppers into the premium world of Penfolds cellaring, Immediate created CellarStack—an exclusive, modular Gift-With-Purchase. Bridging the gap between functional homewares and sculptural art, this stackable piece was designed to grow organically as the owner's wine collection expands. The result? A highly desirable shopper incentive that demystifies wine aging and shifts Penfolds off the retail shelf and into the modern home.

Involvement

Shopper Strategy | Design | Photography | Development | Copywriting | Production