For the 10th anniversary of SAQ Inspire, the Société des Alcools du Québec brought together thousands of highly engaged members for a large scale celebration.
As the leading wine supplier in Quebec, France needed a pavilion capable of standing out in a crowded, high traffic festival environment.
We created an experiential concept inspired by the Tour de France du Vin.
The idea was to allow visitors to travel through the diversity and personality of French vineyards within a unique, intuitive, and captivating scenario. This framework allowed all regions to coexist under a common identity while retaining their individuality through taste, style, and educational landmarks.
Before the event, we aligned all participating regions and interprofessional organizations behind a common visual and experiential direction. This ensured consistency in tone, signage, programming, and educational messages, while preserving the unique assets of each region.
We designed the pavilion as a guided journey, taking visitors through scenographic areas, tasting moments, and hands-on interactions. Each area highlighted a region while contributing to the overall narrative, making the complexity of French wine accessible to novices and enthusiasts alike.
To maintain momentum and increase visit time, we created a series of interactive activities, including a cycling-themed competition, mixology sessions, blind tastings, food and wine pairings, and sensory discovery stations. These touchpoints stimulated curiosity and learning while promoting equal visibility for all regions.
Sommeliers and producers interacted directly with guests, reinforcing key messages and deepening emotional connection to the regions. The balance of education, fun, and immersion created an experience that resonated strongly with Quebec consumers.
