Maison Perrier-Jouët’s Art of the Wild universe pulsed through Miami day & night
December 2018 – In December 2018, Maison Perrier-Jouët presented EDEN by Perrier-Jouët: an ephemeral, immersive experience, that took place at Faena Hotel, in parallel with Design Miami/, the contemporary art fair that the House collaborated with for many years. On 5th December 2018, the biggest names in Miami came together to discover Art of the Wild, the extravagant universe as seen by the House to re-enchant the everyday through the presence of unbridled nature. It continued to enchant Miami with a packed two-day programme of events.
It was an invitation to delve into the House’s relationship with art and nature that spans back to its foundation. Reflecting this vibrant spirit, Winnie Harlow hosted a party on 5th December 2018 where people from all horizons were brought together for a unique champagne experience.
The House spread Art of the Wild by setting up this space on the beach. It was fitted with graphics created by Luftwerk, a creative duo commissioned by the House in 2017 to interpret its cultural heritage, in particular the anemone motif designed in 1902 by Emile Gallé - one of the masters of Art Nouveau - that adorns bottles from the Perrier-Jouët Belle Epoque collection. The immersion continued with a virtual reality journey that began in the heart of the magnetic nature of Art of the Wild and took guests on an exploration of the House’s cellars in Epernay, Champagne. Rounding things off, a photobooth in the same style was set up to capture highlights of the festivities.
For the seventh instalment of its annual partnership with Design Miami/, Maison Perrier-Jouët presented HyperNature in the Collectors Lounge, a space entirely taken over by Bethan Laura Wood with the spirit of Art of the Wild.
Created for the House by British designer Bethan Laura Wood, HyperNature takes the form of a tree with an extravagant, intense presence. It proposes a new, whimsical champagne experience where flutes can be “plucked” directly from the branches, as a grape might be plucked from a vine.
The story of HyperNature began with an encounter: ‘Maison Perrier-Jouët commissioned Bethan Laura Wood because she embodies the exuberance of Art Nouveau, a movement that forms part of the House’s cultural heritage, but also for her capacity to develop a multidisciplinary artistic practice while maintaining her own signature style. Within her work, largely inspired by nature, Wood demonstrates an ability to convey meaning through her unique use of colour and form. These traits allow her to fully capture the essence of Art of the Wild’, explains Axelle de Buffévent, Style Director at Maison Perrier-Jouët.
EDEN by Perrier-Jouët presented two packed days and nights of Art of the Wild events, during which guests could taste a selection of Perrier-Jouët cuvées. On the 5th, the House hosted a talk with Bethan Laura Wood, organised by Dazed Arts. On the 6th, Maison Perrier-Jouët welcomed guests to a creative brunch with food designer Laila Gohar and sunset cocktails to accompany a private trunk show presenting the new jewellery collection by Jade Jagger. Rounding off the residency was the launch of the CR Fashion Book Calendar with Estée Lauder. The full schedule covered lifestyle, fashion, food and design, reflecting the House’s openness to all forms of creativity.
At the EDEN by Perrier-Jouët, just as at Design Miami/, the House shared its approach to champagne that stands apart from customary codes, stemming from its creative freedom and unconventional observations of nature, supported by a community of free spirits who share its values. These “Artisans of the Wild” come from a variety of creative fields, including design, fashion and gastronomy – represented by Bethan Laura Wood, Winnie Harlow and Laila Gohar, respectively – as well as art and hospitality. Along with its Artisans of the Wild, the House is writing a new chapter in a story that has been unfolding for over 200 years.