The 12 Posts of Christmas 2: Krug Kreperie

written by Melina

Last week, as if by magic, three enormous crates shaped like oversized Christmas presents appeared overnight on the East Piazza in Covent Garden. Shoppers and passers by had a few days to try and work out what was inside before they were revealed with a flourish on December 2nd.

They turned out to be dining pods replete with sumptuous French-chalet inspired décor, which acted as the base for the Krug Kreperie.

Legendary Champagne makers House of Krug collaborated with equally legendary French chef Pierre Koffmann, who created a range of delicious sweet and savoury ‘krepes’ that perfectly complimented a glass of Krug . Diners could settle down to a crepe and glass of Grande Cuvée for a bargain £35 – less than a glass of Krug Grande Cuvée would usually cost.

The project was realized by brilliant creative agency White Label, and they asked Hel’s Angels to provide some of our premium Front of House staff to act as Maitre-de and Brand Ambassadors, whose skills had to be second to none to match the positioning of Krug as a luxury product. We also provided chefs who were trained by Pierre Koffmann himself to make krepes to his exacting standards.

Our Maitre-de’s took bookings, welcomed guests at a branded Krug lectern, and showed them to their dining pod. They were on hand to answer any questions that passers-by had, and looked incredibly dapper in their tweed caps and sheepskin overcoats.  Our Brand Ambassadors – smart in blacks and branded Krug aprons – then took over, taking krepe orders, ensuring guests were comfortable, and perfectly pouring glasses of Krug Grande Cuvée.

The Kreperie remained busy the entire week, the twittersphere was a-buzz – “#KrugKreperie Best pistachio crepe ever + fab idea. Loved it!” “The #KrugKreperie pop-up in Covent Garden is a must-visit!” ” Festive cheer to be found at #KrugKreperie stand in Covent Garden – lovely drop and heated seats too!!” – and we lost count of the number of glasses we poured.

Those of us working in the office could only salivate from afar over photos of the delicious ‘krepes’. The Kreperie may have closed it’s doors in Covent Garden, but it has moved on to Koffman’s at the Berkeley and will remain there until January – so we still have a chance to savour this unique combination!