Buffalo Trace Stage

From Frankfort, Kentucky to Frankfurt, Germany. Sazerac's famous Buffalo Trace Bourbon travelled a long way, but brought a piece of home with it.

PIONEERS translated the bourbon brand's Kentucky heritage into an immersive travel retail experience, combining warm natural materials with the bold visual identity of Buffalo Trace.

Natural wood sets the stage, surrounded by deep tones, strong bottle visuals and rugged details. At the centre, a bar invites travellers to stop and discover the brand, while tree-trunk seating and a glowing campfire bring the outdoors into the terminal.

And then there is the buffalo. Standing nearly life-sized at the edge of the space, it turns the brand's icon into a physical encounter and makes the installation hard to pass without a second look.

The result is warm, bold and unmistakably Buffalo Trace. A little piece of Frankfort, right in the middle of Frankfurt Airport.

From production planning and manufacturing to installation, PIONEERS brought the experience to life with custom-built furniture, branded elements and precise on-site execution.