Case Study: A Luxury Wine Advent Calendar for 67 Pall Mall
About the Project
Showcase Creative was commissioned to produce a luxury Advent Calendar for 67 Pall Mall, an exclusive group of private members’ clubs with locations across the globe. The brief was to create a compact, elegant, and collectible piece that would house 24 x 200ml bottles of expertly curated red and white wine. A total of 500 calendars were produced, each available for members to purchase.
A Trusted Collaboration
This project came to Showcase Creative via The Marc Collective, a long-standing client of Paul Berry. Having worked together on numerous projects, both teams were able to hit the ground running.
Production & Craftsmanship
The project involved a combination of hand-finished and automated processes. Development was led by Showcase Creative’s skilled structural engineers, with initial sampling carried out on the Zünd S3. Templates were then supplied to The Marc Collective for artwork creation.
The two main tray elements were glued and wrapped in-house using custom made box wrapping equipment, designed specifically to Showcase Creative’s specifications. Final assembly of all components was carried out by our team of skilled hand finishers at our Camberley facility.
Material selection played a key role in achieving the desired luxury look and feel:
Mohawk Superfine Eggshell — chosen for its premium off-white tone and excellent foil-blocking performance
Colorplan Claret — perfectly matched to 67 Pall Mall’s rich brand palette
The result was a refined Advent Calendar with structural integrity capable of safely holding 24 heavy bottles, while still maintaining a beautifully premium aesthetic.
Team Collaboration
The project drew on expertise across multiple departments — from quoting and conception to structural design, production and finishing.
“I worked closely with Peter Parker, who I’ve collaborated with many times over the years. Combining his design expertise with our input on construction, we developed a solution that showcased the bottles beautifully while remaining practical. The development team’s biggest challenge was creating an advent calendar that could be distributed worldwide and hold 24 heavy 200ml bottles of wine. To achieve this, we used inner rigid boards to separate the rows of bottles and added a sleeve to secure them in place, which also became a distinctive design feature.”
— Paul Berry, Showcase Creative
Challenges Overcome
One of the most significant challenges was ensuring a large foil-blocked illustration reproduced perfectly. To achieve maximum clarity without compromising the original design, the artwork underwent four rounds of fine-tuning. The final foil execution delivered crisp detail and a standout luxury finish. It was a signature element of the calendar.
Client Feedback
Demand for the finished product exceeded availability! The Advent Calendars sold out immediately and if there was time to produce more wine they would have ordered an additional batch.
Feedback from the client was exceptional:
“The Showcase team made what could have been a challenging project a smooth one. From the initial conversation to delivery, all the inevitable hurdles that arose during the project they took in their stride. The final result was a premium article, surpassing what we had initially set out to achieve.”
— Peter Parker, The Marc Collective
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