The Garden is an immersive indoor greenspace that pairs with Usual rosé. Lush plant life, design-forward furniture and a crisp yet classic palette of materials create an unexpected and alluring environment. The Rosé is available to purchase by the bottle ($8 each) or by the bucket (4 bottles for $30).
“Wine has been consumed the same way for centuries, and while Usual honors the art of winemaking it’s also leading the industry in innovation,” said Matt Dukes, CEO and Co-founder of Usual. “Given the momentum we’ve seen online, we had the idea of translating that excitement and experience into a retail concept. This is also a great opportunity for us to connect with the community in San Francisco, introduce them to our brand, and get to see their reactions in real time.”
Usual worked with architectural design studio, Bobby Redd, known for their expertise in bringing digitally native brands to brick and mortar. The Bobby Redd team helped Usual create a space that celebrates summer and delivers the experience of drinking a fresh glass of rosé in a luxe and lush, botanical environment. Usual also partnered up with local DTC plant retailer Leon & George for all the garden greenery.
Usual is a DTC wine brand, known for their innovative and high quality wine-by-the-glass offerings, that is disrupting the wine category and adapting it for the modern consumer. Founders Matt Dukes and Rachel Vodofsky realized that there was a gap in the market, so they committed to leading the efforts to establish a premium category for single-serve wine.