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.
“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.