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Perrier-Jouet unveils ‘The Enchanting Tree’ by Tord Boontje

London, March 22, 2013 – In celebration of the first days of Spring,

Perrier-Jouët is proud to unveil The Enchanting Tree, an unusually elegant

champagne experience created by Dutch designer Tord Boontje*.

The Enchanting Tree by Perrier-Jouët brings elements of theatre and poetry

to the gesture of tasting Perrier-Jouët’s Belle Epoque cuvee**, continuing

Perrier-Jouët’s tradition of supporting and collaborating with artists and

designers as part of its artistic heritage.

The reveal of The Enchanting Tree debuted on Friday 22 March, 2013 at the

prestigious Saatchi Gallery in London, in a dedicated space transformed and

designed by Tord Boontje into a magical world of seasonal delight. Whilst

Perrier-Jouet unveils ‘The Enchanting Tree’

by Tord Boontje

Press release – March 2013enjoying seasonal foods beautifully paired with the Belle Epoque cuvee,

guests moved from a wintery scene through to a fairytale of springtime and

mingled in front of a remarkable large scale version of The Enchanting Tree,

especially hand-made as the perfect illustration of Perrier-Jouët craftsmanship. It will return to Epernay to be part of the house’s private collection

of 200 original Art Nouveau pieces of Art.

An Unusual Champagne Experience

Combining both aesthetics and practicality, The Enchanting Tree by PerrierJouët reinvents the gesture of champagne in which each participant plucks

a flute from the tree. Wreathed in anemones this unique champagne service

is made of suspended golden branches that can be used to hang the six

Perrier-Jouët flutes, blossoming at the base of an ice bucket to preserve the

champagne’s coolness.

The iconic flutes of Perrier-Jouët can then be filled whilst in the tree,

elegantly lifted out and served. This elegant service accessory showcases the

champagne moment as a memorable experience.

A Shared Appreciation of Nature & Craftsmanship

The Perrier-Jouët and Tord Boontje collaboration is rooted in a shared vision

and appreciation of Nature, Art Nouveau & craftsmanship. Using 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 tree.Faithful to the Art Nouveau philosophy, The Enchanting Tree applies

a contemporary approach to the materials used, while employing the

craftsmanship that is so dear to the House: the metal branches are hand-worked,

the leaves are individually soldered and the anemones lacquered in white.

“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”.About Tord Boontje

Born in 1968 in Holland, Tord Boontje studied industrial design at Eindhoven

Design Academy (1986–1991) and London Royal College of Art (1992–1994).

He then founded his own design studio in London in 1996. “My ideas come from

my walks in the forest and from observing the interaction between light and nature,”

explains the designer, who ceaselessly explores the relationship between nature and

technology. Tord Boontje has worked with a range of international companies such

as Shiseido, Alexander McQueen, Swarovski and his collections are being exhibited

at the Victoria and Albert Museum, MoMA and Copper-Hewitt museum in New

York, the Design Museum and Tate Modern in London. For further information,

visit http://tordboontje.com/About Perrier-Jouët Belle Epoque

Perrier-Jouët Belle Epoque prestige cuvee is the perfect expression of the House’s style

of floral aromas and elegance. On the nose it reveals a bouquet of white flowers

punctuated with notes of pear, fresh ginger and pineapple, and then develops

perfumes of white and yellow fruit on the palate. This sensation of light and silky

freshness unfolds around a mineral base, before offering a subtly persistent finish.

For press inquiries : Stéphanie Mingam – Perrier-Jouët Communications Department

Stephanie. Mingam@pernod-ricard.com

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