LUX Industries marks first anniversary under Creative Capital with exclusive wine collaboration
- LUX Industries celebrates one year under Creative Capital with limited-edition red and rosé wines from Gianan Wines
- Wines are from the vintage year of acquisition and available exclusively at LUX's new rooftop in Lisbon
- Gianan owner Erim Jones is also Creative Capital co-founder, linking the brands directly
- One patron wins an all-expenses-paid trip to the Ligurian Alps winery via the collection purchase

*this image is generated using AI for illustrative purposes only.
LUX Industries is celebrating its first anniversary under Creative Capital ownership with the launch of a limited-edition wine collaboration with Gianan Wines. The bespoke red and rosé collection debuts exclusively on the venue’s newly enhanced rooftop in Lisbon.
The partnership connects LUX’s urban hospitality destination with Gianan, a boutique winery and agriturismo located in the Ligurian Alps of northwest Italy. Gianan is owned by Erim Jones, co-founder of Creative Capital, creating a direct link between the investment group and the hospitality venture.
A Vintage Marking Ownership Transition
The LUX × Gianan collection comprises wines produced from the vintage year of LUX’s acquisition by Creative Capital. Each bottle features a custom-designed label celebrating the partnership and serving as a physical marker of the venue’s transition into its new chapter.
John Darling, CEO of Creative Capital, stated that the first year focused on establishing a new direction for LUX while respecting its existing appeal. He described the collaboration as an authentic expression of the group’s philosophy, integrating hospitality, wine, travel, and experience.
Unlike permanent additions to the wine list, this collection is deliberately limited in quantity and availability. It will be sold exclusively at LUX while stocks last, providing a defined window for guests to engage with the anniversary concept.
From Rooftop to Italian Alps
The collaboration extends beyond the product through a promotional initiative tied to the anniversary celebration. One guest purchasing the LUX × Gianan collection will be selected to win an all-expenses-paid trip to Gianan Winery & Agriturismo in the Ligurian Alps.
Erim Jones emphasized that wine represents place, people, and memories. By creating a specific wine for LUX’s first anniversary, the bottle captures a moment in time for both the venue and Creative Capital.
The prize offers winners access to Gianan’s vineyards and surrounding landscape, connecting the social experience at LUX with the agricultural and hospitality roots of the Italian project. This approach aligns with Creative Capital’s broader strategy of developing concepts around culture and community rather than treating food and beverage as standalone offerings.
Enhanced Hospitality Proposition
The launch coincides with the unveiling of LUX’s newly enhanced rooftop, which forms a key part of the venue’s evolving proposition under Creative Capital. Over its first year, LUX has expanded its focus to include food, drinks, music, entertainment, and social experiences.
The introduction of the limited-edition wines adds a distinctive element to the rooftop’s offering. For Creative Capital, LUX represents an investment in the intersection of culture, experience, and community, aiming to create value through strong audience relationships.
The anniversary collection serves not only as a celebration of the past twelve months but also as an introduction to the next phase of LUX’s development. The combination of the new rooftop, exclusive wines, and travel experience defines this next chapter for the Lisbon-based destination.
Historical Stock Returns for Lux Industries
| 1 Day | 5 Days | 1 Month | 6 Months | 1 Year | 5 Years |
|---|---|---|---|---|---|
| -2.34% | -5.07% | -6.63% | +29.33% | -9.27% | -71.26% |
How might the success of this limited-edition collaboration influence Creative Capital's strategy for future cross-brand partnerships within its portfolio?
What impact could the enhanced rooftop experience and exclusive wine offerings have on LUX's average spend per guest and overall revenue metrics in the coming fiscal year?
Will Creative Capital replicate this 'product-to-place' promotional model (linking F&B sales to travel experiences) at other hospitality assets under its management?


































