AU SOLEIL BALCONY

IN PARTNERSHIP WITH MIRABEAU

THE BRIEF

Au Soleil is Le Méridien’s global brand programme that brings the brand's French heritage and playful glamour of European summers to life across over 100 hotels globally and I was tasked with pulling this through to Le Méridien Piccadilly’s outside summer terrace.

 
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ACTIONS

Working within the Au Soleil programme guidelines, we bought the allure of the 1960's Côte d'Azur to the bustling centre of Piccadilly with the Au Soleil Balcony, in partnership with Mirabeau en Provence. Le Méridien Piccadilly’s outside space was transformed into a Provençal oasis with cascading floral backdrops and retro beach umbrellas where guests were invited to sip, sway and savour the good life.

  • Worked with an external production company to bring the brand vision to life

  • Partnered with a premium Rosé wine brand to create an on trend food and beverage menu

  • Pulled through the Au Soleil brand pillars to create a unique offering of customised straw hats, branded backgammon sets, takeaway picnic hampers and monthly wine tastings

  • Developed the Art Of Life 2.0 film series to showcase Le Meridien Piccadilly’s Au Soleil Terrace to a global audience

 
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PARTNERSHIP DEVELOPMENT

Rosé wine was one of the key pillars in the Au Soleil brand programming so finding the right drinks partner was essential.

Mirabeau en Provence's award-winning rosé wines are crafted from some of the finest sun-drenched vineyards in the Provence. Featuring a handpicked selection of Mirabeau's famed rosé cuvées, debut-making Prêt-à-Porter canettes and special summer Frosé Popsicles, the Au Soleil balcony offers guests a refreshing taste of the French Riviera .

 

BRANDING

 
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THE ART OF GOING SLOW

For an authentic French Riviera experience, guests were able to book the Go Slow area for a leisurely afternoon, enjoying the company of friends.

Launching on the longest day of summer, the Go Slow tables offered guests bespoke packages to compliment the art of going slow. Featuring a welcome cocktail, sharing platters and two chilled magnums of Mirabeau Pure rosé, packages were curated to be served slowly over a 4 hour duration.

 

PRESS COVERAGE

 

THE ART OF LIFE SERIES

Continuing to evolve the Au Soleil programming, the Au Soleil Balcony had the opportunity to feature in the second edition of "The Art of Life" film series which guides Le Méridien guests around the globe on how the sentiment of summer comes to life.

"The Art of Life 2.0" film, produced by Atelier Dore, highlighted the quintessential Summer in the City experience. The short film was pushed out on all of Le Méridien owned channels globally, as well as Atelier Dore’s channels with a readership of 2m monthly views and a combined following of 1.7m on social media.