The champagne house likes to surround itself with artists to imagine creative and audacious collaborations. This year, visual artist Eva Jospin was invited to reinterpret the case of the jeroboam Ruinart blanc de blancs.
Carte blanche to Eva Jospin, visual artist specializing in cardboard.
Since 2008, the champagne house has called on a personality from the contemporary art scene each year to deliver its interpretation of its heritage. After the Danish artist Jeppe Hein and his interpretation of champagne through the prism of the five senses, the brand of the LVMH group appealed this year to a Frenchwoman: the visual artist eva jospin. The artist, well known for her elaborate cardboard sculptures, was invited to enter the Ruinart cellars to leave her artistic mark.
A collaboration that gave rise to the customization of a box, that of the Jeroboam Ruinart Blanc de Blancs. The simple wooden case has been completely redesigned by the visual artist, thanks in particular to the use of her favorite material. At the opening, the champagne lover discovers a subtle miniature decoration of chalk, sculpted in layers of cardboard. The bottle nestles in this landscape – a tribute to Champagne cellars – with chic and delicacy.
“The Champagne landscape is unique in its verticality: from underground cellars and chalk pits, to the hillsides where the vines extend. This specificity was recognized when this terroir was classified as a UNESCO World Heritage Site. It is these strata of the Champagne region that Eva Jospin’s project for Maison Ruinart highlights”. explains Frédéric Dufour, President of Maison Ruinart.
About ten years ago, the LVMH group initiated a real enthusiasm around its artistic collaborations. Yayoi Kusama at Louis Vuitton, Kenny Scharf at Dior… Capsules which, because of their rarity, are snapped up at exorbitant prices. Will success be there for champagne, a product a little more confidential than fashion and luxury leather goods?
