Fernet-Branca, the maker of its namesake amaro, is a household name in Argentina and Italy. In the United States, however, it’s more of an insider’s secret. Two cities in particular, San Francisco and New Orleans, have embraced it with cult-like devotion as part of their local bar scenes.
To tap into New Orleans’ deep ties to mysticism and the afterlife, Fernet-Branca created Eyeknow Manor—a full-scale mansion takeover near Bourbon Street that became a multi-day interactive experience.
Guests followed a scavenger hunt filled with eerie clues and interactive moments: a haunted Ouija board, a virtual tarot reader, and living portraits that watched from the walls.
To bring it all to life, Fernet-Branca’s experiential partner, Millwright, used cutting-edge tools—generative AI, motion tracking, and holographic projection—to build an experience that felt alive. But what truly set it apart was how these technologies served the story, rather than being the story.
A great brand experience is more than a one-off spectacle. It’s about creating a world that teaches, immerses, and endures—an experience that still holds magic even after visitors peek behind the curtain. That’s how a brand story gains real staying power.