Grey Goose Vodka Dispenser is a three-way collaboration among CED, Grey Goose, and Onyx one of the top 10 nightclubs in Asia. The goal was to design a premium experience for Onyx’s VIP guests, who typically have Grey Goose served as a table bundle.
From this brief emerged the idea of creating a vodka dispenser that delivers both luxury and novelty in the act of drinking vodka. It features elements such as a touchscreen (displaying the remaining number of shots), an interactive game for the group, and even a server-call function.
However, those features are just the tip of the iceberg. The true centerpiece is the ring-shaped design, developed under the concept of “Seeing the World Through Grey Goose.”
This ring fundamentally alters the mood and experience of two distinct groups of people
The VIP side Guests watch the vodka drip into glasses through the ring, with the regular tables and the dance floor as the backdrop. Lights, music, and the crowd become part of the atmosphere. When you look through the ring, the outside world appears smaller and contained within that circular frame.
Outside the VIP zone Standing among the general crowd, you look up through the ring past the throng of people toward a group enjoying a luxurious VIP experience. It sparks curiosity and prompts you to imagine what it would be like to sit on the other side of that circle.
This approach exemplifies experience-driven design. It goes beyond practicality or convenience, delving into the emotional and psychological dimensions of how people interact with the space and the product.
