In 2008 Flux was approached by fashion show producer Jan Malan to transform Nederburg’s Annual Wine Auction fashion show into a multi-dimensional lifestyle experience. Based on the idea that people increasingly crave sensory stimulation in a digital world, Flux developed a multi-sensory, lifestyle experience for Nederburg’s guests.
The use of strategic partnerships throughout the event, facilitated and co-ordinated by Flux, helped Nederburg to achieve it’s ultimate end, which was to host an enriching and stimulating that went beyond just another fashion show. To achieve this, Flux created the following sensory experiences on the Nederburg estate:
Nederburg’s traditional fashion show was conceptually overhauled for the 2008 Nederburg Lifestyle Event. Flux identified 5 key South African designers, (Black Coffee, David Tlale, Gert van der Merwe, Hip Hop, Kobus Dippenaar and Thula Sindi) for their particular style and customer demographic. Each of the designers were sent a DVD: a fast edit of images that depicted the fast paced life of our digital world. The designers where then asked to create one visually spectacular piece, that was inspired by the DVD. Each designer garment was then showcased during mini viewings throughout the day, alongside a curated selection of international designer products, so guests could get acquainted with the latest trends.
One of the most appealing, but often misunderstood aspect of wine, is the aroma. Flux created, what resembled, an old apothecary, complete with small vials of ingredients most commonly used to describe key wine aromas. For example: white wine would be described as having notes of guava or grass, and red wine as having touches of chocolate or berry flavours. A Nederburg wine master invited guests to sample their new wines and describe the flavours and tastes. Guests would then be able to immediately smell the particular vials filled with the corresponding ingredients, linking a smell to what their taste buds had just experienced.
In this area of the Nederburg Lifestyle Experience, another wine master lead bi-hourly wine tasting sessions which were then pared with exquisite morsels of gourmet amuse bouche. In the session, he would took guests through a series of wines, the process behind the wine composition and explain the rationale behind the specific food parings. This station not only showcased more of Nederburg’s premier wines, but also entrenched the message of correct food pairings for a particular wine.
A hand massage station was set up in the estate’s house. The concept here was to remedy the stress our hands experience from constant interaction with our computer keyboards. Here, guest could relax with a glass of sparkling wine whilst been treated to a soothing hand massage. Alternatively the female guests could choose to have their make-up refreshed, with one of the professional L’Oreal make-up artists.
One of the most innovative experiences – and well received by all the guests – was the sound station: a concept that Flux Trends is particularly proud of. Flux identified the emerging trend in slam poetry and created an unusual pairing with wine. Three South African poets, were each sent a different blend of fine Nederburg wine. Their brief was to drink the wine, and immediately create a poem from the experience (they did not have to mention wine or Nederburg). The poets then recorded their own poems and on the day, these poems were beamed through special sound pods in one of the cellars. Only when a guest stepped under a pod did the narrated poem magically emanate from the silence.