Moët Hennessy · 2022
Putting a luxury concierge next to every customer — without hiring one.
A connected AR and content experience designed to bring the expertise of Moët Hennessy into the retail aisle — transforming bottle selection into a guided luxury experience.
2
Connected experiences across retail and digital
8
Personality profiles mapped to the MH portfolio
QR
Web-based AR experience with no app required
LVMH
Direct Moët Hennessy USA engagement
Luxury brands can’t place an expert in every aisle. So we designed one that lived inside a QR code.
The Brief
Moët Hennessy’s portfolio spans champagne, cognac, vodka, tequila, and Scotch — but many purchase decisions still happen in crowded retail environments with limited guidance, context, or brand storytelling.
The opportunity was to create a seamless digital experience that brought the feeling of a luxury concierge into the retail aisle: helping customers navigate the portfolio with confidence while creating a more elevated and memorable brand interaction.
The Approach
Rather than designing a traditional product finder, we created a virtual concierge inspired by the expertise behind Moët Hennessy’s Houses: sommeliers, distillers, mixologists, and brand ambassadors.
The experience was designed as two connected systems: an in-store AR interaction that guided product discovery at the shelf, and a content platform that extended the relationship beyond purchase through education, storytelling, and recommendations.
As Creative Director, I led the experience vision, UX framework, visual system, and overall creative direction across both platforms, working closely with strategy, design, and AR development partners.
Experience Architecture
The AR experience was designed as a four-step journey — simple enough to complete in-store, but rich enough to feel guided, personal, and distinctly premium.
A QR code on retail signage opened a web-based AR experience instantly, with no app download required. From there, the concierge guided customers through discovery, recommendation, and next-step engagement.
Step 01 · Place
Tap to Place
A web-based AR interaction places the Virtual Concierge directly into the customer’s environment, creating an immediate moment of discovery at the shelf.
Step 02 · Guide
Meet Your Concierge
A personified MH House expert introduces the journey with a warm, credible tone — shifting the experience from browsing to guided consultation.
Step 03 · Match
Personality Quiz
A short personality-driven quiz matches customers with products across the Moët Hennessy portfolio based on mood, taste, and occasion.
Step 04 · Recommend
Result & Recommendation
Each customer receives a personalized profile and matched product recommendation, turning the retail moment into a tailored brand interaction.
The Decision Engine
The core UX challenge was recommendation logic. A wine-knowledge quiz risked alienating the customer who needed guidance most, so the experience focused instead on personality, mood, and lifestyle cues.
Customers were matched to one of eight profiles, each connected to a curated Moët Hennessy recommendation. The result felt less like a sales tool and more like a personalized luxury consultation.
This reframing turned a potentially intimidating category into a more approachable interaction: flattering, useful, and easy to share. The recommendation felt earned rather than pushed.
The Virtual Concierge in motion — from AR placement and personality quiz to personalized recommendation.
The Concierge Platform
Beyond the retail interaction, the platform was designed to deepen long-term engagement with the Moët Hennessy portfolio through editorial storytelling, product education, events, and personalized recommendations.
The system connected seamlessly with the AR experience, allowing customers to continue exploring products and content after leaving the store. What began as a moment of guidance became an ongoing relationship with the full portfolio.
The platform gave the experience a longer life: product discovery could move from the shelf to the home, from one recommendation to a broader path of learning, saving, and exploring.
The Visual System
The visual system had to feel unmistakably Moët Hennessy — refined, premium, and rooted in the heritage of its Houses — while functioning inside a fast, mobile-first retail interaction.
The design language combined warm ivory, deep charcoal, and restrained gold accents with editorial typography designed to feel elevated without becoming ornamental. The result was a digital environment that carried luxury cues while staying clear, usable, and intuitive.
Consistency across the two experiences was central to the system. The AR concierge and content platform shared one visual language, so the transition from shelf to website felt seamless and intentional.
Result
Shelf → Home
One connected experience spanning retail guidance and long-term brand engagement.
The Moët Hennessy Virtual Concierge launched as a web-based AR experience activated through in-store QR displays and digital touchpoints — removing friction between curiosity, consultation, and discovery.
The project demonstrated how digital experience design could translate the feeling of high-touch luxury service into a scalable retail system, bringing Moët Hennessy expertise directly into the moment of purchase.
