What it had to solve
Porcelain is often bought once and kept for years, so Saints-Peres needed a retail experience that could bring people back without cheapening the craft.
The idea
Attach porcelain to an ongoing tasting ritual: an olive oil bar where vessels are chosen, used, refilled and revisited.
How it works
The brand introduced The Extra Virgin Bar, serving curated olive oils from around the world in dedicated Saints-Peres vessels, inside a boutique built around tasting and refill rituals.
What it did
D&AD awarded the project Graphite and Wood pencils in 2026, while Le Monde described visitors tasting four oils in porcelain ramekins and treating oil like wine.
Background
Saints-Peres faced a category problem: porcelain is durable, cherished and often bought only once. D&AD frames the challenge directly: pieces are acquired and kept for generations, making repeat purchase structurally hard.
The Refreshment Club's answer was to change the occasion. The Extra Virgin Bar made the store a tasting ritual, with exceptional olive oils served in Saints-Peres vessels designed to be refilled over time.
Le Monde's food feature shows the idea working as behavior, not just branding: visitors tasted four oils in porcelain ramekins, compared them like wine, and encountered rare oils selected by Turkish culinary expert Cemre Torun.
The design reframed porcelain from static object to daily ritual. D&AD recognized Saints-Peres Paris in 2026 across Brand Transformation and Spatial Design with Graphite and Wood pencils.
Why it lands
It solves a business problem by changing the cadence of use, not by discounting the object.
The olive oil ritual gives porcelain a consumable companion and a reason to return.
The tasting format makes craft tangible through touch, flavor and refill.
A small in-store experience gives the brand a larger positioning: tableware as hospitality.
What you can take
For durable goods with low repeat purchase, build a replenishable ritual around the object. The repeat business can live in use, not replacement.
Since then
The Extra Virgin Bar became a signature part of Saints-Peres' Paris retail experience and won D&AD recognition in 2026 for both Brand Transformation and Spatial Design.
FOLLOW THE EVIDENCE