Monumental ceremonial iron fretwork gate, illuminated walkway, trees, and colourfully lit copper patterned walls at twilight.

NOLET DISTILLERY “325” ANNIVERSARY GALA

The “325” Anniversary Programme for the Nolet Family in Schiedam marked 325 years of distilling tradition, a milestone crowned by the King’s granting of the Royal designation. Over five days, 900 invited guests from around the world were hosted across a sequence of curated brand experiences, culminating in two large-scale gala environments that brought family legacy, ritual and contemporary celebration into one coherent narrative.

Developed in close collaboration with the Nolet Family, the creative direction required a precise balance between heritage, intimacy and ceremony. Each concept was personally reviewed to ensure the programme honoured both ancestral continuity and the living character of the family business, avoiding a purely corporate interpretation of the anniversary.

Historic elements of the distillery were reinterpreted as architectural and experiential gestures. The original 1691 fretwork was transformed into a ceremonial gate and monumental spatial partition, creating a threshold between past and present. A copper installation carrying the silhouettes of every Nolet generation brought ancestral lineage into the environment, allowing family history to become spatial, material and emotionally present.

The project included the design and realisation of a 75m × 20m bespoke steel structure housing the primary gala environment. This temporary architecture created a powerful setting for the anniversary, supporting scale, atmosphere, guest flow and ceremonial impact while remaining rooted in the project’s historic and emotional narrative.

The wider programme also included a major projection-mapping installation onto the world’s tallest windmill, extending the experience into the urban and cultural landscape of Schiedam. The result was an award-winning experiential programme where heritage, innovation, family lineage and collective ritual were translated into a sequence of immersive environments.

Client
Nolet Distillery

Agency
TBA Group

Experiential & Spatial Design — Creative Lead
Yula Vourli

Projection Mapping
Projection Artworks with TBA Group

Photography
TBA Group, Nolet Distillery

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Scope
Creative Direction · Experiential & Spatial Design · Narrative Environment Development · Bespoke Structures · FF&E & Object Curation

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Recognition
Winner - Best Use of Projection Mapping · Event Technology Awards
Bronze - Experiential Event & Use of Technology · EVCOM Awards
Finalist - EuBEA Awards · C&IT Awards · Campaign Experience Awards

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https://noletdistillery.com/en/

https://www.tbagrp.com/

Schiedam

Three generations of the Nolet family photographed in front of the historic Nolet distillery, holding glasses beneath the “Nolet 1691” sign, celebrating the family heritage behind the brand.

Conceived as a contemporary homage to Nolet’s original distillery door in Schiedam, the event gate translated heritage into architectural presence.

Nolet Distillery “325” outdoor reception, featuring floral event styling, servers with drinks, and the historic world’s tallest windmill as a backdrop.

Released for the 325th anniversary, the commemorative bottle, copper-matt plated and signed by Bob and Carl Nolet Jr. of the 11th generation, stands as a design artefact honouring continuous distilling since 1691.

A commemorative bottle of Ketel One vodka, celebrating 325 years of The Nolet Distillery, with a gold and black design and detailed labels.
People at a celebration, with a man in a tuxedo and a woman in a strapless green dress holding champagne glasses, smiling outdoors during daytime.
Portrait of a guest at Nolet Distillery’s “325” celebration, wearing a formal suit and polka dot tie during the heritage-led event experience.
A woman smiling and wearing a black hat with netting, a red dress, and a black jacket at a social gathering, with people around her in formal attire.
Two guests in formal evening wear at Nolet Distillery’s “325” celebration, wearing tuxedos and sunglasses during the outdoor heritage-led reception.
Group portrait from Nolet Distillery’s “325” celebration, featuring formally dressed guests, floral event styling, vintage trunks, and heritage Nolet bottle displays.
Guests in formal evening wear at Nolet Distillery’s “325” celebration, engaged in conversation during the heritage-led dinner experience.
Original 1691 Nolet fretwork reinterpreted as a monumental spatial partition for Nolet Distillery’s “325” celebration, creating a heritage-led entrance moment with crowned crest, lion emblem, and soft pink drapery.
Formal dinner experience at Nolet Distillery’s “325” celebration, with crystal chandeliers, elegant table styling, and tall pink and purple floral centrepieces creating a heritage-led event atmosphere.
Elegant table detail from Nolet Distillery’s “325” celebration, featuring floral centrepieces, wine glasses, and a black table card with the Nolet crest and “ESTD 1691.”
Key Diageo guests raising a toast at Nolet Distillery’s “325” celebration, seated around an elegant banquet table with a floral centrepiece and table number 16.
The Nolet couple honoured during Nolet Distillery’s “325” celebration, surrounded by applauding guests in a formal dinner setting with floral event styling.
Guests in tuxedos and evening wear raising a toast at Nolet Distillery’s “325” celebration, set within a decorated banquet hall with large floral arrangements and warm ambient lighting.
Formal dinner moment at Nolet Distillery’s “325” celebration, with guests gathered around floral and candle-lit tables, Nolet bottles, warm gold and black event styling, and an illuminated metallic chain stage backdrop.

During the celebrations, the Mayor of Schiedam formally announced that His Majesty the King had granted Nolet Distillery the ‘Royal’ designation — a rare honour marking a defining moment in the family’s history.

Three generations of the Nolet family with a key guest, photographed in front of the black and gold “325 Years Nolet Distillery” backdrop during the anniversary celebration.
Guests applauding during Nolet Distillery’s “325” anniversary dinner, set against copper cut-out silhouette panels honouring previous generations of Nolet family men within the formal banquet hall.
Bartenders and event servers at Nolet Distillery’s “325” celebration, positioned behind the drinks bar with Nolet bottles, glassware, and cocktail service tools.
Bartender making cocktails during Nolet Distillery’s “325” celebration, captured at the event bar with guests watching and bottles arranged on the back bar.
Barwoman making cocktails during Nolet Distillery’s “325” celebration, captured behind the event bar with bottles of spirits, ice-filled glasses, and bar tools.
Energetic live music moment at Nolet Distillery’s “325” celebration, with a guest in formal attire celebrating in front of the stage as the band performs.

Soul singer-songwriter Leon Bridges performing live on stage.

Soul singer-songwriter Leon Bridges performing live on stage at Nolet Distillery’s “325” celebration, adding a contemporary music moment to the heritage-led anniversary event.
Saxophone musician performing during Nolet Distillery’s “325” celebration, creating a lively late-night music moment with guests dancing under purple and orange stage lighting.
Large-scale projection mapping on the historic Nolet windmill during Nolet Distillery’s “325” celebration, with illuminated silhouettes projected onto the tower as guests gather for the nighttime event moment.

Award-winning projection mapped onto the world’s tallest windmill.

Person taking a photo with a smartphone of bright blue and purple neon lights forming abstract shapes in a dark setting.
Guests watching the closing fireworks finale at Nolet Distillery’s “325” celebration, as colourful bursts light up the night sky and conclude the anniversary event.
Nighttime event scene at Nolet Distillery’s “325” celebration, featuring the historic windmill illuminated with colourful light, guests gathered in front, and trees framing the festive setting.
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