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For the launch of the new visual identity of the Iconica range, Havana Club wanted to create an immersive experience celebrating both the brand’s Cuban heritage and its contemporary sophistication. The challenge was to translate this visual evolution into a spatial and sensory language that embodied the new brand world, elevating its premium codes while capturing the warm soul of Havana and bringing a touch of Cuba to Paris.
We imagined a scenography as an ode to Havana, combining timeless refinement with a Caribbean spirit. Our team led the entire art direction, from the interior set design to the complete transformation of the outdoor terrace, creating a continuous dialogue between space, light, and material.
Every element, from furniture and textures to the color palette and decorative details, was designed to express the richness of the Havana Club universe and to celebrate the craftsmanship of the Maestros del Ron Cubano. The terrace was reimagined as a contemporary tropical garden, offering a space for relaxation and conviviality, while the bar featured a signature cocktail menu paying tribute to the art of Cuban mixology.
Remaining true to our in-house approach, we delivered a complete experience where art direction, strategy, and production came together seamlessly to create a visual, olfactory, and emotional immersion into the essence of Havana Club, a brand defined by character, heritage, and modernity.
Pictures by: Yohann Fontaine
