The Lucas Bold Company
Develop a creative concept for The Lucas Bols Company’s 450th anniversary that brings the theme ‘450 Years of Mixing Magic’ to life in an impactful way and strengthens the company’s community.
To celebrate the 450th anniversary of The Lucas Bols Company, a spectacular anniversary celebration took place on 19 June. Under the theme ‘450 Years of Mixing Magic’, guests from around the world were immersed in an enchanting cocktail experience.
We created an immersive journey through five unique cocktail worlds, each with its own distinctive identity—inspired by brands from the Lucas Bols portfolio. Guests experienced, among others, the atmosphere of a Manhattan sunset rooftop at Passoã, a dreamy oasis surrounding the non-alcoholic Fluère, a fireworks spectacle celebrating the legendary Galliano Hot Shot, and dancing beneath the blue moon on the mystical island of the new Bols Blue 1575. Each world brought the brand to life in its own unique way.
Thanks to an impressive digital backdrop, enhanced by surprising live performances, music, entertainment and, of course, perfectly matched Bols cocktails and bites, the brand experience became a truly immersive sensory journey.
The combination of creativity and storytelling resulted in an unforgettable evening filled with wonder and pride. The result: a powerful tribute to 450 years of craftsmanship and a celebratory look ahead at the future of The Lucas Bols Company.
“XSAGA inspired us to dream about the possibilities within this theme and then turned those dreams into a truly spectacular evening. The guests were guided through the different cocktail worlds in a perfectly balanced rhythm, experiencing extraordinary performances, music and cocktails—and they couldn’t stop talking about it afterwards!During the preparations, the XSAGA team completely took care of everything while keeping us closely involved in the creative development: a wonderful and unique collaboration. XSAGA listens, adds value and delivers on its promises with an exceptionally professional team. Chapeau!”
Sandie van Doorne, Creative & Communications Director
