Dom Pérignon × Murakami Flower Studio

Dom Pérignon × Murakami Flower Studio

A three-day pop-up in Nolita reimagining Dom Pérignon's collaboration with Takashi Murakami as a modern flower shop — designed end to end, and adopted by the Maison as a global format.

Creative Direction Experience Design Environmental Design Art Direction
ClientDom Pérignon
AgencySTADM
RoleCreative Director
Artist CollaborationTakashi Murakami · Kaikai Kiki Studio
LocationNolita, New York City
Year2025

300+

Guests served across the three-day Nolita pop-up

3M

Social impressions across the activation

425

Custom Murakami × Dom Pérignon take-home gifts

Global

Format adopted for rollout — Singapore and Madrid next

Two hours before opening, the line was already down the block. Not for the champagne — for the flowers.

The Brief

Bring an art collaboration to life — without a single bottle being sold.

For Dom Pérignon's 2015 Vintage limited-edition collaboration with Takashi Murakami, the Maison wanted a physical activation in New York that could carry the artistic weight of the partnership and create a cultural moment in the city. The constraint was specific: New York retail regulations meant no liquor could be sold or served on site. The experience had to stand entirely on its own — as art, as ritual, as a place worth lining up for.

The brief came to STADM as a creative blank canvas. A white-cube space in Nolita, a three-day window, the floral motif assets approved by Murakami's Kaikai Kiki studio, and a question: what does this collaboration become when it's a place rather than an object?

Dom Pérignon × Murakami Flower Studio — hero

The Approach

Reimagine the gallery as a flower shop.

The strategic move was to reframe the activation entirely. Not a pop-up bar, not a brand house, not a gallery — but a flower shop. Specifically, a contemporary ikebana studio, anchored in the Japanese floral tradition that runs through Murakami's whole visual world.

That reframe solved the regulatory problem and unlocked the creative one at the same time. A flower shop has its own logic of guest behavior — you walk in, you look, you pick, you take something home. It gave the experience a ritual that didn't need to involve champagne, while still letting every surface carry the Maison's codes and Murakami's floral universe.

My role was Creative Director across the full pop-up: spatial design, guest flow, the ikebana program, the take-home gifting system, brand graphics, and on-site execution. Kaikai Kiki provided the Murakami floral assets and approvals; the environment around them was authored by our team.

Dom Pérignon × Murakami — Nolita storefront

The Visual System

Luxury meets joy.

The visual system had to merge two visual languages that rarely sit in the same room. Dom Pérignon's codes are quiet, monochrome, and architectural — matt black, white, gold serif type, the weight of the Maison shield. Murakami's codes are saturated, exuberant, cartoon-bright — the rainbow flowers, the smiling petals, the visual energy.

The merger was disciplined. We grounded the entire environment in matt black — every surface, every shelf, every base — and let Murakami's florals provide all the color. The black walls turned the flowers into glowing artifacts; the restraint kept the space feeling like a Maison rather than a theme park.

"The floor was the canvas. Black, quiet, and finished — so the flowers could do all the talking."

The same logic ran through every detail: matt black gifting boxes with white print, branded black aprons for the floral attendants, charcoal mesh bouquet wraps. The Murakami flowers — printed, sculpted, acrylic, real — were always the brightest thing in any frame.

Visual system — Murakami florals on matt black
Visual system — branded gifting detail Visual system — storefront window

The Experience

Six designed moments. About ten minutes per guest.

The pop-up was choreographed as a six-step guest journey, paced to about ten minutes per visitor and capped at eleven guests inside at any time. Every step was designed to deepen the relationship to the collaboration before delivering the take-home moment that ended the visit.

I designed the spatial layout, the floor plan, the dwell-time logic, and the transitions between moments — so the experience felt like one continuous story rather than a series of brand stations.

Image — Window Display

Moment 01

Window Display

A full-glass storefront on a Nolita corner, layered with acrylic Murakami flowers and the Flower Studio identity. The QR for registration sat inside the window — guests booked their slot before they entered.

Image — Welcome Wall

Moment 02

Welcome Wall

A brand ambassador greeted each guest at entry. The welcome wall set the visual register for the rest of the space — matt black, Maison shield, flower motifs.

Image — Hero Film

Moment 03

Hero Film & Bottle Showcase

An 85" screen ran behind-the-scenes footage of Murakami at work, while the Maison's vintage bottles sat on a glass shelf below. Art and product, in one frame.

Image — Bottle Showcase

Moment 04

Bottle Showcase & Order Kiosk

A full wall display of the limited-edition bottles, with an iPad kiosk for guests to order home delivery — the elegant solution to the no-on-site-sales constraint.

Image — AR Mirror

Moment 05

AR Mirror

A custom AR experience built around the Dom Pérignon shield. Guests' on-screen interaction determined which tier of take-home gift they unlocked.

Image — Ikebana Station

Moment 06 · Destination

The Ikebana Station

Three live floral stations where guests built their own Murakami × Dom Pérignon ikebana set or bouquet, hand-wrapped on the spot by brand ambassadors. The reason people came.

Hero Moment

The Ikebana Station.

At the end of the journey, three live floral stations let guests build their own take-home set: a custom acrylic Murakami flower of their choice, paired with four fresh stems, wrapped on the spot in a charcoal Dom Pérignon ribbon. For the smaller alternative gift tier — distributed to most visitors — brand ambassadors hand-wrapped a fresh bouquet in matte black paper with a single Murakami flower at the center.

Each set was a small object that carried the entire collaboration: the flower from Murakami's universe, the wrap from the Maison's, and the moment of someone building it in front of you. People didn't post photos of the bottle. They posted photos of the bouquet on the subway home.

It was the design decision that made the activation work. Two hours before doors opened on day one, the line was already down the block — not for the champagne, which couldn't be served, but for the flowers.

"We gave them something to carry out the door. The whole city saw it twice — once on the way home, once on the feed."

The take-home object was the strategic engine of the whole pop-up. It turned every guest into a media surface, gave the experience a tangible afterlife, and converted what would have been a champagne tasting into a citywide moment of soft, photographable luxury — exactly the cultural register the Murakami collaboration called for.

Ikebana station — wide shot
Custom take-home ikebana set Guest with bouquet Brand ambassador wrapping bouquet

Press

A cultural moment, covered in cultural press.

Result

A pop-up that became a format.

Global

The Flower Studio concept adopted by the Maison as a global rollout format — Singapore and Madrid next.

The Nolita pop-up served 300+ guests across three days, distributed 425 custom Murakami × Dom Pérignon take-home gifts, and generated more than 3 million social impressions — driven almost entirely by guests photographing each other carrying the bouquets out the door.

The more meaningful result came after. Dom Pérignon adopted the Flower Studio as a global format — the same design, the same ikebana ritual, the same matte-black-and-Murakami visual system, scaled for Singapore and Madrid. The activation didn't just celebrate the collaboration. It became the way the collaboration travels.

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