The Krug Kreperie:
A Luxurious Pop-Up Experience in Covent Garden
Campaign Overview
In December 2013, Krug Champagne collaborated with celebrated French chef Pierre Koffmann to create "The Krug Kreperie," a luxury pop-up crêperie in Covent Garden, London. Combining gourmet crêpes with Krug Grande Cuvée champagne, this unique culinary experience blended exclusivity with accessibility, offering guests
a taste of refined indulgence in a French chalet-inspired setting.
Client & Agency Partner: Krug, The Persuaders, White Label UK
Year: 2013
Location: United Kingdom
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CASE STUDY
Challenge
Krug sought to elevate its brand presence during the competitive holiday season by creating an unforgettable experience that reinforced its association with fine dining and craftsmanship. The challenge was to attract new customers while maintaining the exclusivity and prestige of the brand.
Insight
Luxury consumers increasingly value experiential moments that combine accessibility with exclusivity. By pairing the prestige of Krug Champagne with a beloved French street food staple, there was an opportunity to create an appealing contrast that resonated with both aspirational and established audiences.
Idea
Launch "The Krug Kreperie," a pop-up crêperie in Covent Garden offering gourmet crêpes paired with Krug Grande Cuvée champagne. The experience would feature French chalet-inspired dining pods and a "Rough Luxury" aesthetic, blending high-end elements like Baccarat chandeliers with rustic reclaimed wood flooring.
Execution
Chef Collaboration: Partnered with three-Michelin-starred chef Pierre Koffmann to design exclusive crêpe recipes.
Immersive Design: Created dining pods resembling giant Krug champagne crates, combining luxury and rustic aesthetics.
Limited-Time Offering: Operated the pop-up from December 2-8, 2013, in Covent Garden to create urgency and exclusivity.
Strategic Pricing: Positioned the experience as accessible luxury at £35 for a crêpe and a glass of Krug Grande Cuvée.
Extended Campaign: Moved the pop-up to Koffmann's at The Berkeley for an additional month to sustain momentum.
Innovations
Luxury Crate Design: Dining pods resembled giant Krug champagne crates, creating an Instagram-worthy visual appeal.
Rough Luxury Theme: Combined high-end elements (Baccarat chandeliers, Italian leather seats) with rustic touches (reclaimed wood flooring), creating a distinctive atmosphere.
Gourmet Fast Food Concept: Elevated the humble crêpe to luxury status by pairing it with premium champagne and using high-quality ingredients.
Seasonal Experience: Offered a cozy après-ski atmosphere during winter, providing shoppers and diners with a unique holiday escape.
Brand Extension: Translated Krug’s craftsmanship into an experiential format that engaged consumers directly.
Impact
Served nearly 600 guests during its five-day run in Covent Garden, demonstrating strong consumer interest and engagement.
Generated positive media coverage from publications like The Upcoming, Cherie City, and Sainsbury's Magazine.
Extended success: Moved to Koffmann's at The Berkeley for an additional month due to high demand.
Social Media Visibility: Guests shared photos on Instagram, increasing brand reach and visibility.
Credits
Program Manager: Saorla Magee
Creative Directors: Andrew McDonald & Dominic Franks
Art Director: Matthew Swan