One of Australia’s oldest wineries, and one of the country’s most distinctive brands – Penfolds have been big names in the plonk game since the 1800s. Mature the brand may be, but staid? Not if The Blocks is anything to go by.
Debuting a short series of pop-ups dedicated to sensory experience, The Blocks’ intention is to champion the discovery of your palate through sight, touch, taste and smell. And they’re clearly placing cutting-edge design high on their list of priorities; enlisting London-based Studio Toogood to design the experience.
Having worked with the likes of Alexander McQueen, Fortnum & Mason and Vivienne Westwood – to name but a few – The Blocks represents Studio Toogood’s first foray from European shores – and what a way to announce yourself to the global stage! Having recently launched in Sydney, and set to debut 4th May in Melbourne, each space will be open for a short period only, with sommeliers taking visitors through a series of art and wine installations from local artists.
The brooding, cavernous space features exclusive Toogood pieces, with a version of Faye Toogood’s spade chair (originating from Assemblage 1 – her debut furniture collection, launched at 2010’s London Design Festival) taking pride of place in the dining space.
With a focus on enhancing your sensory experience through design and art, The Blocks has echoes of the recently featured Martin Creed installation at Sketch, or the simply mesmerising HEL YES! concept; and it’s further proof that the creatively-minded public at large are demanding more from their social escapades.
And, when it’s carried off with aplomb – like this – that’s an enticing proposition.
