Grey Goose Essences has announced a partnership with multi-platinum recording artist SZA. She will serve as a creative consultant, lending her bold and expressive artistry to In Bloom, a one-of-a-kind virtual music experience where she’ll perform new music from her upcoming sophomore album for the first time. The global event will be streamed on YouTube on Thursday, July 1st, and filmed at Wisdome, an immersive art and music dome park in Los Angeles.
“Working with an iconic brand like Grey Goose and getting to be their Creative Consultant has been a great experience,” said SZA. “Essences are everything I look for in a spirit—crisp, light, smooth, and full of flavor. The opportunity felt like a perfect match to me. I love incorporating elements of nature into my performances and the fruits botanicals and herbs in Essences provide a great template for that. I feel like ‘In Bloom’ really captures where I’m at right now, especially after a year and a half of lockdown, which is also why it feels like the best place to debut some of my new material. I’m so excited for my fans to see this performance.”
Starting today, consumers aged 21 and over can reserve their spot for In Bloom by signing up via the brand’s official website. On July 1st, each attendee will receive a reminder to tune into SZA’s YouTube channel at 9 PM EST / 6 PM PST for the virtual performance. They’ll also have access to exclusive content, such as recipes to make one of the signature Essences fizz cocktails at home. With a refreshing and effervescent taste, the Essences Fizz is a simple serve that packs a flavorful punch and is customizable with several different garnish options. It’s sure to complete the In Bloom viewing experience, no matter where you’re watching from.
Blending virtual and live-action set pieces, the one-night-only performance will embody the extraordinary nature and exuberant taste of Essences. Created in collaboration by both SZA and First Tube Media, In Bloom will be filmed with meticulously choreographed drone technology, alongside a traditional Steadicam, so as to animate SZA’s Essences vision and fluid, blooming choreography in a 360-degree format. The unique set design will feature dramatic greenery throughout a tunnel that leads up to the main dome stage with a lush garden and a variety of pulsating lights and graphics.
“We’re very excited to be working with a creative maverick like SZA to help bring the world of Grey Goose Essences to life,” said Grey Goose Vice President North America, Aleco Azqueta. “For a spirit with such lively and distinctive flavor expressions, we knew we had to partner with someone just as vibrant and innovative. As a big fan of SZA myself, I know she’s the perfect choice to immerse consumers in this new world. Her ability to take fans on a journey through her music is unparalleled and we can’t wait for everyone to see how Essences have inspired her performance. Without giving too much away, I’ll just say to expect the unexpected.”
In February, Grey Goose introduced Grey Goose Essences. The luxury brand‘s most recent innovation is made with all-natural ingredients and comes from infusing Grey Goose vodka with real fruit and cold-distilled botanicals.