Tobacco Gone Wilde

By Tk Published on .

Gyro Worldwide has collaborated with R.J. Reynolds on a premium cigarette brand, Marshall McGearty Tobacco Artisans, embodied by an upscale retail store in Chicago, the Marshall McGearty Tobacco Lounge-which, ironically, opened last month at roughly the same time the Windy City's smoking ban went into effect. But the lounge, being primarily a tobacco retail store, is exempt from the ban, at least for the moment, even though it also sells booze, cheese and coffee. The store itself was designed by the Otto Design Group, but Gyro, which has worked with RJR on Kool and Camel, had a hand in "everything from initial store design renderings, packaging and signage to web design, educational materials and employee uniforms," says CEO Steven Grasse. "RJR's goal was to literally reinvent the cigarette experience; we responded by developing creative that allows adult smokers to encounter the Marshall McGearty brand the same way one would encounter fine wines and cigars. We went for an eclectic 'Oscar Wilde meets rock star meets mod' vibe. We wanted it to be refined but not stodgy, old world meets new world. A big part of this is that the cigarettes are rolled on the premises- the smokes are custom made on the spot." The curious name of the brand is the result of the partnership between a Reynolds R&D guy named Larry Marshall and Gyro CD Larry McGearty.

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