Concept to Celebration

The Food & Wine Classic in Aspen is a strategic opportunity for brands to engage with more than 4,000 of America's most affluent and influential consumer segment in an intimate, high-conversion environment.

Food & Wine Magazine – Open Bar

With dozens of chefs and winemakers participating, Food & Wine Magazine asked ASV to design a bar space to accommodate 100’s of affluent wine and food enthusiasts who would be served simultaneously.

The 60-foot-long “Wine Bar” was sectionalized and spaced out to easily accommodate the standing room guests while maintaining a high-level of energy and enjoyable vibes.

Lexus - Culinary Master’s program

Lexus has served as one of the Classic’s long-term principal sponsors and is known for their Lexus Culinary Master’s program, featuring an esteemed group of chef talent that partners with them.

For the 19th time, Lexus came to ASV to build a custom culinary display featuring premium finishes with wood and leather trim reminiscent of the vehicle’s interior. The venue design enabled guest to experience the chefs’ cooking skills and then savor curated bites fresh from the pans.

HomeGoods – Creating Brand Association

HomeGoods came to ASV with an aspirational lifestyle goal of being represented at the Food & Wine Classic with their products not only for display but also for food service and even consumption. They wanted a space to transcend quality, craftsmanship, and sophistication while maintaining focus on their core value proposition of "amazing prices, every single day."

ASV built a 20’ x 20’ overall space which featured a curved counter for serving, overhead signage with logo, a digital menu board showing the day’s culinary feature, 10 shelves to display various items and 2 showcase end panels on each side displaying framed artwork.

Faves Collection - Appliance Innovations and Lifestyle Products

F&W’s Faves is famous for carefully vetting kitchen tools, appliances, and culinary accessories to ensure those products meet their quality standards, tried and tested by the editors at Food and Wine magazine. Faves asked ASV to design and fabricate a booth to showcase their appliances.

ASV built a backwall with a marble wrap and wood fluting, 12’ and 6’ shelves for display items, shelf pedestals and a reception counter. Both were fitted with LED uplighting for visibility and prominence.