Discover the Massenez treasure chest
Did you know that according to UNESCO, the consumption of a digestif with your meal is an integral part of France’s intangible cultural heritage?
Yet the major Houses have observed a decline in this tradition, as French citizens are starting to drink less alcohol. Massenez met this challenge head-on, proposing a more moderate consumption of higher-quality products. With this in mind, the distillery called on FPM to create an immersive, exceptional experience, an utterly refined trunk for its Les Trésors Massenez collection. Get a behind-the-scenes look at this creation, where every single detail was carefully conceived to spotlight the Massenez universe.
Massenez: the art of exceptional spirits
Since opening its doors in 1870, the Alsace-based Massenez distillery has embodied artisanal craftsmanship in schnapps, liqueurs, and fruit liqueurs.
Over time, it has become a benchmark in the world of fine dining and luxury. One of its signature creations is the Trésors Massenez collection,a testament to the 150-year-old expertise of its Maîtres Liquoristes.Three products make up this range:
- Golden Eight® (2017): a unique refined liqueur that reveals the aromatic depths of pear.
- Dom Pacello Royal Orange® (2020): this ode to oranges is inspired by Master Gardener Dom Pacello’s legendary prowess.
- Djebenah Buna® (2023): a bold creation that mingles the power of coffee with notes of spice.
These liqueurs are true jewels in Maison Massenez’scollection and so deserved a trunk that suited their fine quality.
D'un échange au Luxepack à la confection d’une malle
The story of this collaboration began when we first met Élodie Naslin, the company’s head of marketing & communication, at Luxepack Monaco. Massenez wanted to design an exceptional case that would enhance the tasting of spirits at the end of a meal and beautify the distillery’s emblematic collection for their fine dining partners.
Lucas Henriroux, communication manager at Massenez, told us more: “What led us to choose FPM was that first contact at the trade fair, our easy and rewarding conversations, and the values our Maisons have in common: respecting French traditions and craftsmanship.”
Very quickly, the idea of a trunk matching the aesthetics of the most prestigious Houses proved to be the best answer to their brief. Inspired by luxury aesthetics, the trunk’s shape, elegant opening, and perfect staging of these three specific and unique bottle designs make it truly stand out. Everything was custom designed. The aim was to create a functional yet sophisticated object with the same streamlined silhouettes that define Massenez’s visual identity. Every part of the launch trunk was meticulously thought out to create a timeless piece of decor, that blends in with elegant interiors.
A display case in restaurants for a new take on the digestif sampling experience.
A product that can be purchased by experienced spirits connoisseurs.
An enhanced animation in stores.
This trunk shines in every one of its roles.
An exceptional trunk by FPM France
Constructing this case required an exceptional level of expertise. De la sélection des matériaux à la fabrication des éléments, chaque étape a été réalisée avec une précision absolue. L’âme de la mallette est réalisée à partir de PEFC-certified poplar. Then, FPM’s artisans line every single detail by hand The trunk’s sturdy vegan leather exterior ensures optimal longevity, while its gilded handle and corner pieces elegantly highlight its silhouette.
Inside, a gold liningis reflected in the back wall’s plexiglass mirror, to conjure up the image of a genuine treasure chest, spotlighting the three liqueurs contained within. Finally, the drawer containing two glasses and a brochure beckons you to taste the digestifs.
Lucas also shared an anecdote that speaks to how successful this collaboration was: “Our salesperson in Alsace was presenting the trunk to an ambassador restaurant when a nearby customer was instantly won over, and bought it on the spot. We had to schedule a new delivery for the restaurant. If that isn’t proof of how exceptional this trunk is...”
From concept to delivery, every stage in creating this microcosm of the brand’s universe, was rigorously followed up on. This degree of support ensured that 20 exceptional presentation trunks were delivered, all befitting of Massenez’s image and high standards.
We’d like to sincerely thank Lucas Henriroux and the entire Maison Massenez team for their trust in our trunkmaking expertise.
Massenez distillery x FPM
FPM teams
