By Cassandra Bianco (@cnbianco)

Totally brilliant concepts. I adore them. This one is tasty.

Last Thursday I hopped over to Chelsea for Kim Crawford’s “Undone” wine event. Guests were only aware of three intriguing elements per the invitation: fashion photographer Miles Aldridge was hosting an “extraordinary photography experience,” Alexandra Richards was spinning, and wine was to be enjoyed. Upon arriving at Cedar Lake studios, we were greeted by dusted gold truffles, elaborate sets of hanging Spanish moss, nymphs and swinging models, wine glass chandeliers, a Rube Goldberg wine machine and celebrity smiles. Although this was all quite glamorous, the thrilling part was finding out was that we were witnessing Kim Crawford’s summer 2012 national ad campaign photo shoot in action. And… guests were selectively swooped in on occasion to model. (Please let me know if you see the below picture of my suited friend Shawn in Harper’s Bazaar.)

I had the pleasure of meeting William Gelner, Executive Creative Director for 180LA, who further elaborated that the wine is an “unconventional brand with a rebellious spirit at its core” epitomized by the New Zealand founders. “It was clear that anything we did needed to embrace the same bold spirit. We took it as a challenge to make sure that every step of the way, we did things in an unconventional manner, and attempt to turn wine marketing on its head.”

As my colleague Rosalie said it last week, this type of experiential marketing is exactly how millennials engage with brands. Well done Kim Crawford.

Pictures provided by Getty Images