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In celebration of the spirit of springtime, on Friday, March 22, the Saatchi Gallery played host to Perrier-Jouët and Tord Boontje’s collaborative event entitled “Enchanting Tree.” Billed as “an unusual champagne experience,” the event aimed to incorporate elements of theater and poetry into a traditional champagne tasting. Guests wandered through a transformed gallery, starting from a frost-kissed winter scene and ending in an enchanting spring garden.
At the center of the garden guests were treated to seasonal foods and a handmade “enchanting tree” by Boontje, a delightful reflection of the ingenuity of Perrier-Jouët. Attendees were invited to pluck flutes of champagne from the gold leaf- and flower-laden tree, capable of holding up to six flutes at a time.
The enchanting tree successfully continued Perrier-Jouët’s intention of infusing art into everyday life, “redefining the art of tasting as a memorable experience,” explained Charles-Armand de Belenet, International Marketing Director for Martell Mumm-Perrier-Jouët.
If the heavy turnout and overwhelmingly positive response is anything to go by, it was a total success.
Tord Boontje has worked with a range of international companies such as Shiseido, Yamaha, Hewlett Packard, Bisazza, Target, Philips, Kvadrat, Alexander McQueen, Perrier-Jouët, Nanimarquina, Artecnica, Authentics, Meta and has continued his work with Swarovski, Moroso, and Habitat. The range of products include lighting, graphics, textiles, ceramics and furniture. The work can be found in major collections such as the Victoria and Albert Museum, MoMA and Copper-Hewitt museum in New York, the Design Museum and Tate Modern in London.