Nemiroff unveiled a new perspective on vodka with the launch of ultra-premium LEX by Nemiroff at a launch event at the JW Marriott Hotel rooftop in Cannes last month.
Dedicated to reimagining vodka for the modern generation of drinkers, the objective of LEX by Nemiroff was to create the ultimate ultra-premium vodka without any preconceptions.
The official introduction event was a testament to this vision, meticulously crafted by a Ukrainian art director. Every detail embodied the core concept of LEX by Nemiroff: freedom to perceiving the world from a unique perspective.
Upon arriving at the event, guests were greeted by a display of gigantic spheres crafted from shimmering silver mirror material. These spheres created distorted reflections of the surroundings, turning the rooftop into an interactive journey where every angle offered a new perspective.
At the heart of the installation, mirrored towers transported attendees to an illusionary world. This silver realm allowed guests to explore the space from different angles, creating a landscape that fractured the view into a kaleidoscope of beauty, says the company.
The event’s concept centered on embracing new perspectives, reminding attendees that a change of scenery can transform one’s outlook. It celebrated Ukraine’s rich cultural heritage and indomitable spirit, with small reminders of Ukrainian roots scattered throughout the rooftop.
A highlight of the evening was a special performance by the renowned Ukrainian singer, Maryna Krut, using traditional Ukrainian string instrument, the bandura.
Mykola Takzey, CMO at Nemiroff commented on the launch: “LEX by Nemiroff has successfully shattered preconceptions and proved that nothing is set in stone when it comes to vodka. As the brand shows, perspective is everything, and with the LEX by Nemiroff way of looking at things, the overly simplistic becomes a source of fabulous inspiration.”
