Established in 1776, Champagne Louis Roederer is one of the few remaining family-owned and wholly independent Grand Marques Champagne houses – a rarity in the world of Champagne. Yet while the Roederer name is a byword for unassuming excellence, the Maison’s link with Cristal is perhaps less obvious.
In January 2016, One Menagerie was engaged to oversee the Global Launch for their latest vintage-Cristal 2009 via a dedicated campaign and series of VIP events.
Originally created for Tsar Alexander II, Cristal’s design was conceived so that its fine bubbles and golden liquid could be admired through the clear glass flat-bottomed bottles in which it was served to (his nobles) the court. The gold label and the clear lead crystal bottle soon became synonymous with unsurpassed excellence.
Now under the stewardship of Frédéric Rouzaud, the seventh generation of the Roederer family, Cristal’s production continues to be limited to only certain, exceptional years.
One Menagerie’s task was to create an original PR campaign and Global Launch event for 120 VIP guests including fine wine connoisseurs, members of London’s elite media, taste-makers and private clients.
The campaign ‘Heart Beats of Cristal’ was created to reflect the House’s long-standing patronage of the Arts, quest for perfection and its desire to create wines, which beyond their splendid taste attain perfect balance and emotion.
Working with the team at Louis Roederer, we selected London media artist, Aphra Shemza, to create a piece of original art inspired by the brand’s prestige cuvee, Cristal.
The piece, entitled Heart Beats of Cristal, takes inspiration from the bright personality of Cristal; the lively bubbles of pale gold and amber lights, the crystalline purity and sculpted palate. The repetition of spheres and LED lights comes to life when a viewer is present, casting a gentle movement to emulate an exquisite ‘dance in a glass’.
A visual attraction, the sculpture was unveiled at the Global Launch event on Tuesday 11th October 2016 alongside the champagne presentation and tasting.
The event was held in partnership with Shangri-La Hotel, At The Shard, London to also mark the official opening of the Sky Lounge, a new Champagne bar on Level 34 featuring a 3m high Wine Wall, offering the largest selection of Louis Roederer Champagnes in the UK.