The experience combined custom digital art, sound, and Penfolds' latest vintages within a fully immersive environment. The event was designed to provide a unique experience that interacts socially in this new digital realm.

Penfolds partnered with premier digital art gallery Vellum LA to support and provide a platform for artists and designers in creative spaces and those working to understand the new digital environment we are inhabiting. "Vellum is proud to share a platform with Penfolds to engage with those who admire both the technology and hospitality worlds. Together, we are celebrating the digital influence and providing a new experience to engage with our audiences," said Sinziana Velicescu, Vellum LA's Director and Curator.

The event also featured a continued project with acclaimed Barcelona design collective, Misato Kindness, to provide guests immersive digital artistry, filling the event space with futuristic 3D techniques and proto-informatics. "Misato Kindness is working at the forefront of the digital conversation surrounding art, luxury and technological experience," said Andrei Warren, Creative Director of Misato Kindness. "We learn from the past and evolveIn partnering with Penfolds, we were able to further tell the story of their winemaking philosophy from that perspective, demonstrating its constant evolution with the constant art of the craft of winemaking."