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Perrier-Jouët unveils 'The Enchanting Tree'


The Enchanting Tree, an unusual champagne experience, has been revealed on Friday 22nd of March at the Saatchi Gallery in London. Dutch artist Tord Boontje has created for Perrier-Jouët this unique champagne service wreathed in anemones and made of suspended golden branches.

Perrier-Jouët unveils 'The Enchanting Tree'

As part of its artistic heritage, Perrier-Jouët continues its tradition of supporting and collaborating with artists and designers. The brand just unveiled The Enchanting Tree, a creation that reinvents the gesture of champagne. Six participants can pluck a flute of Perrier-Jouët’s Belle Epoque cuvee from the tree designed by Tord Boontje. At its base, an ice bucket preserves the champagne’s coolness. Perrier-Jouët and Tord Boontje collaboration is rooted in a shared appreciation of Nature, Art Nouveau & craftsmanship. Inspired by Nature as an inexhaustible source of inspiration, the designer has reinterpreted nature light-heartedly to create a fairytale in honour of spring, with floral forms flowing through a golden hand-worked tree.

“Tord Boontje’s creation captured both the legacy of Perrier-Jouët and its brand experience of infusing art into everyday life, redefining the art of tasting as a memorable experience” says Charles-Armand de Belenet, International Marketing Director for Martell Mumm-Perrier-Jouët. *

Describing his work, Tord Boontje explains: “I wanted to create a functional object that evokes emotions and dreams. Here, utility is beautiful and beauty has utility”. The reveal of The Enchanting Tree debuted on Friday 22 March, 2013 at the prestigious Saatchi Gallery in London.

Tags related to the news: 1 unique organisation Europe 14 international brands 5 strategic Prestige spirits & Champagne brands Perrier-Jouët 2 priorities Innovation Premiumisation 4 commitments Sharing of cultures

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