Stella Artois wanted to own the art of modern hosting.

To bring something unexpected to the party, we created Le Savoir, a global experiential platform inspired by the science of synesthesia. Because ordinary parties don’t make premium beer unforgettable.

We hacked guests senses and their expectations, as they entered a sprawling sensory labyrinth where pickable foods looked like one thing but tasted like something else entirely. We continued the subversion with interactive performances by Cirque du Soleil and a multisensorial seated dinner prepared by food wizards, Bompas & Parr. The night was capped with a surprise performance of Bitter/Sweet by The Roots. And of course, there were chalices of Stella Artois at every turn.

We launched with ticketed sensory events in New York, Montreal, São Paulo, and Seoul. Every event sold out in record time.

Then we scaled the experience everywhere: social, at-home hosting kits, POC toolkits, a hosting bot — and even a music video you could taste.