To demonstrate the rich history behind Ketel One, we created an eye-catching, multi-sensory experiential activation. Visitors learnt about the brands craftsmanship and the Nolet family’s 11 generations of legacy and gin distilling. All presented alongside music, art, and dance performances.  
The space was marked by a 45’ copper windmill, whose modern design was inspired by the Nolet windmill in Schiedem, Holland. The copper facade referenced the copper pot still number 1 - a distinctive and defining feature of Ketel One’s distilation process. With the exteriors nocturnal illumination, this installation became a dramatic addition to local horizons across the country during its tour.  Creative direction and design led by Chelsea, produced in collaboration with Square Design Inc.

In 2013, De Nolet launched at Art Basel Miami with a three day program of artist performances curated by Monkey Town, whose signature cube made its debut at the world renowned art fair. Evening performances featured Prince Rama, Sean El. C Leonardo, and RAFT. Daytime programming was an open studio environment, revealing the process behind the artists' craft.

In 2014, De Nolet visited SXSW and featured performances by Caveman, Wild Cub, and The Echo Friendly.

In 2015, De Nolet wrapped the tour in NYC with cocktails by Jeff Bell and performances by Blood Orange, and Mothxr.