St-Germain Elderflower Liqueur has unveiled Salon St-Germain, a new series that enlists artists, experts, and bartenders to elevate holiday entertaining moments. The series from the Bacardi-owned French brand will occur across two evenings, December 16 and 17 at 6pm EST.
Salon St-Germain will feature interior designer Sasha Bikoff and plant stylist Hilton Carter in collaboration with St-Germain National Brand Ambassador Earlecia Richelle to provide inspiration, helpful tips and tricks, as well as a little bit of joy and fun to at home entertaining – even as it looks different this year. For a veritable rendez-vous of creativity and ideas, the trio will invite and engage their friends and fans to join them on the journey through two virtual soirees.
An evolution of Maison St-Germain, the brand’s annual summer celebration which brought to life the 1,000 elderflowers that comprise each 750 ml bottle, Salon St-Germain transports the event’s elements of discovery to people’s living rooms or “salons,” en français. The program draws inspiration from French salons, which played an integral role in the cultural and intellectual development of society from the Enlightenment through its apogee in 1920s Paris. Replicating the interactive nature of the Parisian salons, people will be invited to join a larger community and lend a collaborative hand in the experience.
From a welcome cocktail moment in the entryway to a DIY bar area and a classic holiday dinner party table-scape, the trio will showcase vignettes they’ve created to elevate ordinary moments at home into something extraordinary for the season. Evolving around the iconic art movements that flourished in the Parisian neighborhood of Saint-Germain-des-Prés, which inspired the brand’s name, each Salon ties a holiday entertaining moment into either Art Deco, Cubism or Surrealism. The creators have shared a recommended shopping list so people can pick up the stylizing elements and then tune into Facebook Live or Youtube Live for the Salons themselves and to follow along on the creative journey.
“We’re thrilled to adapt our iconic Maison St-Germain summer celebration into Salon St-Germain,” says Emma Fox, Global Brand Director at Bacardi. “St-Germain is inspired by the neighborhood of Saint-Germain-des-Prés in Paris which was home to myriad luminaries and creative figures who gathered for rousing debates and artistic activity in salons, particularly in the Roaring 20s. We look forward to updating this concept to 2020, transporting it across the Atlantic and helping people find joy and creativity in the holiday season with Salon St-Germain.
The liqueur brand will continue expanding its Salon St-Germain platform by enlisting new trios of creatives and bartenders to roll out new creations and experiences into 2021. Head over to the eventbrite page to sign up.