Grey Goose
· elBulli

Grey Goose and the Elton John AIDS Foundation needed an experience worthy of a gala at elBulli — the legendary Barcelona restaurant widely considered the most influential in culinary history. The guest list: 200 of the world’s most discerning individuals. The expectation: something they had never seen before.

The challenge was intimacy at scale. A 360° projection experience that felt personal enough for a seated dinner yet spectacular enough to justify the occasion — a charity gala raising funds for one of the world’s most important HIV/AIDS organisations.

We transformed the dining space into a fully immersive 360° environment — every wall, ceiling, and surface became a canvas. The visual narrative was designed to unfold across the evening, synchronised with the multi-course tasting menu: each course accompanied by a shifting landscape of light.

The content drew from the Mediterranean — the sea, the light, the ingredients — rendered in an abstract visual language that honoured elBulli’s philosophy of culinary art. Grey Goose’s brand presence was woven into the experience as atmosphere, never as advertising.