Penfolds

Held over 10 days, Venture Beyond was an immersive brand exploration for Penfolds. Two large vacant retail units were transformed into a singular, lunar-inspired experience, where scenography set on the moon fully engaged visitors' senses, deepening their appreciation of Penfolds' heritage.

The visitor journey was enriched with masterclasses and specially curated theme nights on weekends, featuring guest DJs each evening - attracting a younger audience in line with the event’s objectives.

Lumina's scope of work included:

• Venue sourcing, negotiation and management
• Concept design and content creation
• Guest experience design
• Scenography design
• Production management
• Events and operational management