Havana Club to whisk consumers away to Cuba... in the middle of Soho

Pernod Ricard is launching a pop-up experience in London for its rum brand Havana Club, complete with a virtual reality component.

Havana Club to whisk consumers away to Cuba... in the middle of Soho

Launching on 11 August, Casa Havana will feature a bar, a ticketed restaurant, Cuban-inspired artwork, and a somewhat secretive VR experience that will be limited to a small number of visitors.

Created by Found Studio, the experience uses an Oculus headset to show the user real time 3D animation and storytelling. The project was inspired by "The Room", a piece of R&D work produced by Found to experiment with potential applications for Oculus.

It also makes use of technology from Arduino to create electronic objects in the experience that can be interacted with.

In June, Pernod Ricard UK appointed MRM Meteorite to handle data and digital experience work across its portfolio of wine and spirits brands, which also include Absolut vodka, Jameson, Jacob’s Creek and Campo Viejo.

Liam Murphy, senior brand manager at Pernod Ricard, said: "The VR experience we are delivering within our brand home allows us to genuinely transport people to Cuba and give them a true sense of this unique and fascinating country where the Havana Club brand was born."

Marcus Moresby, creative director at Found Studio described the experience as a "hidden encounter" that "rewards the curious with the charming tale of a unique Cuban cocktail and its inventor."