Minuit Express

We had the pleasure of supporting Minuit Express, future cocktail bar in the heart of the 7th arrondissement of Paris, in its strategic repositioning.

MISSIONS:

• Positioning study & competitive territory analysis
• Recommendations from several conceptual approaches
• Definition and development of the marketing concept & brand voice
• Creation of the Minuit Express naming

LOCATION: Paris 7th

COLLABORATION: Brice Enriote on the operational part

INTERIOR ARCHITECTURE: House number 20

Behind a discreet door, a well-kept secret: a night car ready to take on board travelers without a destination. Here, no announcement at the station, only a whisper and the promise of a confidential crossing, between elegance and mystery.

The trip starts with the trolley at Old Fashioned, the place's signature ritual. Between chiselled jugs and precise gestures, the bartender becomes a storyteller, reinventing the great classics with audacity and subtlety.

Minuit Express is not a bar, but an imaginary company. Three trains make up its universe: the Panamerican Express, the Grand Tour Express and the Lotus Express. At each stopover, legendary cocktails are transformed: familiar, but decidedly unexpected.

The map, designed like a travel notebook, invites exploration. Each cocktail is accompanied by an inspired pairing, echoing the flavors of the world.

In the velvet armchairs, night sets in. Jazz meets contemporary sounds, conversations are whispered. The spirit of the Roaring Twenties hovers, between freedom, celebration and elegance.

Minuit Express is a nocturnal journey, an immersive experience where each glass becomes a stopover into the imaginary.