For the 151st running of the Kentucky Derby, Lemonade PR partnered with Hotel Distil to deliver an unforgettable weekend-long brand experience in downtown Louisville. The “Derby at Distil” activation celebrated Southern sophistication and elevated hospitality while highlighting and partnering with two iconic brands: Angel’s Envy and Rivian. The result was a seamless blend of premium bourbon culture and sustainable innovation, wrapped in visually captivating design.
Derby at Distil – A Bespoke Kentucky Derby Activation
Event Planning Rooted in Immersive Experience
The planning process began months in advance, with a shared vision between Lemonade PR, Hotel Distil, and brand partners to create an immersive Derby experience for VIP guests. Every touchpoint was curated to reflect refined Southern charm with modern flair.
From the moment guests entered the hotel, they were enveloped in an atmosphere of floral elegance and festive energy. Custom chandeliers were dressed in cascading white florals, setting the tone for the weekend. A phone booth activation—adorned with lush red florals and the “Derby at Distil” crest—offered guests a unique opportunity to leave voice messages and use it as a photo backdrop, blending nostalgic charm with personal connection.
Inside the ballroom, “The Hat Girls” pop-up milliner station brought high-energy fashion to life and provided a shopping experience for guests who may not be familiar with Derby styles. Signage highlighted their role as official milliners of Kentucky Derby 149–151, creating brand recognition for a local favorite while giving guests access to curated, custom pieces.
Angel’s Envy Integration: A Bourbon Legacy Reimagined
As presenting partner, Angel’s Envy took center stage with a multi-layered brand presence. The signature bar installation glowed with moody pink and amber tones, featuring backlit shelving lined with bottles and floral arrangements, creating an Instagram-worthy moment. Branded signage and packaging were strategically placed throughout the hotel, reinforcing the narrative of craft bourbon excellence.
The Angel’s Envy x Derby experience also featured limited-edition product displays styled with vintage luggage and florals, drawing visual cues from heritage travel and luxury indulgence. Their footprint extended to a branded lounge where guests could enjoy signature cocktails, live music and a variety of daily activations.
Rivian Activation: Innovation Meets Elegance
Rivian’s presence brought a modern counterbalance to the classic Derby aesthetic. The brand’s electric vehicles were displayed just outside the hotel’s front entrance, complemented by sleek branded signage highlighting Rivian’s sustainability mission. This juxtaposition of clean, innovative design with historic tradition created a compelling storytelling moment—proving that luxury and sustainability can coexist.
Design Details That Delivered Impact
Graphic design played a pivotal role in unifying the experience. Lemonade PR developed a suite of custom assets that included a custom logo, window and elevator decals, signage, room keys, and event collateral. The palette fused traditional Derby pastels with bold, contemporary typography. Key illustrations—like bespoke hat sketches and bourbon bottles—were incorporated into both print and digital assets, creating cohesion throughout the event spaces.
The Result
The Derby at Distil activation was an example of our ability to develop and deliver a branded hospitality experience. By aligning strong visual storytelling with authentic brand values, Lemonade PR delivered an experience that resonated deeply with guests, press, and partners alike. From bourbon tastings to custom headwear, every detail reflected a commitment to excellence—solidifying Hotel Distil as a can’t-miss destination on Derby weekend.
