BEEFEATER SECRET GARDEN SÃO PAULO

Beefeater Secret Garden was a hidden bar inside a São Paulo florist, inspired by London’s vibrant culture and the botanical intricacies of gin. This initiative marked Beefeater's first major activation in Brazil, tapping into the growing trend of gin consumption and mixology.

My role involved not only developing the strategy and creative concept along Pernod Ricard's team and creative agencies but also managing the social media promotion to maximize visibility.

We transformed a florist into an 'Instagrammable', unexpected social spot, drawing people into an immersive environment where they could customize their drinks. This project was a collaborative effort with creatives from various fields, ensuring every aspect of the space—from its secretive location to the bespoke cocktails.