TLY X PENFOLDS - CREATIVE DIRECTION

Creative Direction for Penfolds Bin389—by TSU LANGE YOR.

Earlier this month, TSU LANGE YOR unveiled another major creative partnership outside of fragrance—with Penfolds, Australia’s iconic wine label.

TSU LANGE YOR provided art direction and design for Bin 389, a limited-edition release of Penfolds’ celebrated Bin 389 Cabernet Sauvignon Shiraz. The collaboration marks the beginning of a multi-year creative partnership between Penfolds and Troye Sivan, with Troye utilising TSU LANGE YOR as his studio for creative direction across product design, event direction, and campaign identity.

The partnership launched during Paris Fashion Week with an intimate dinner at Quartier Général in the 11th Arrondissement. The evening brought together artists and friends from around the world across three designed spaces—each shaped by TSU LANGE YOR’s approach to spatial storytelling and material consideration. Australian-born chef James Henry of Le Doyené prepared a seasonal menu, paired with Penfolds wines including the 2010 and 2023 vintages of Bin 389, served side by side. We Are Ona executed on event direction with their signature.

In collaboration with
@AnyOther.Name
@We.Are.Ona
@Rahee.Yoon
@JulianKlincewicz
@GoodWorldCreative

The product itself—a 750ml bottle and a limited-edition 1.5L magnum handcrafted by South Korean artist Rahee Yoon—reflects the design language TSU LANGE YOR has developed since its founding: considered, restrained, and rooted in craft.

Penfolds has been making wine for over 180 years. That a label of this heritage and scale chose TSU LANGE YOR to help shape its creative direction is a significant moment for the studio—and a testament to the creative foundations built over the past two-and-a-half years.

Penfolds has been making wine for over 180 years. That a label of this heritage and scale chose TSU LANGE YOR to help shape its creative direction is a significant moment for the studio—and a testament to the creative foundations built over the past two-and-a-half years.

Further collaborations will be announced throughout 2026.

Bin 389 Designed by Troye Sivan is available globally via penfolds.com.