| EVENT REPORT 03.27.07 12:00 AM |
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| Perrier-Jouet Heralds Bubbly With Spring Flowers |
| With snow still on the ground, the introduction of the champagne maker’s ’99 vintage inspired the resourceful use of plants to create an indoor celebration of the season. |
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| Champagne maker Perrier-Jouët had a nifty idea: debut the 1999 vintage Fleur de Champagne, its bottle covered in the company’s familiar design of white anemones, on the first day of spring, March 21, in a space infused with flowers and greenery. “The floral element is important to us. It’s an iconic part of our visual message,” said John Bradbury, brand director for Perrier-Jouët at Pernod Ricard USA, who felt a spring debut reflected the beauty and celebration associated with champagne. |
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PHOTO GALLERY |
 | | The party’s abundant white flowers referenced those that adorn the champagne’s logo, as well as the drink’s bottle, designed by Emile Gallé in 1902. |
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 | | White carpeting, birch trees, and snowflakes filled the entrance to the event, while projections of snowflakes covered the building’s brick exterior. The wintry theme quickly gave way to a floral spring theme inside the Newspace. |
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 | | A Perrier-Jouët logo made of white flowers took eight hours to create. |
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 | | Clouds projected onto the white walls created the feeling of a spring day and helped make the room feel bigger. |
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 | | An aerialist evoked a nymph of spring, and provided aesthetically pleasing entertainment that—strategically—didn’t take up too much space. |
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The concept, however, had at least one formidable challenge—the scarcity of spring time blooms and larger-scale trees in New York in late March. Designer David Beahm’s solution was to create a lush, forest-like environment inside the Newspace using many smaller plants, such as ferns, birch trees, and simlax. In place of Perrier-Jouët’s signature anemone blooms (deemed too small to have much of a visual impact) Beahm included white orchids, irises, and daisies. The designer primarily kept his botanic selections to plants without fragrance, out of consideration for guests’—and the new bubbly’s— “nose.” All told, the event incorporated more than 20,000 blooms.
—Meryl Rothstein
Posted 03.27.07
Photos: Colin Miller Photography (bottles, logo, cloud wall, aerialist), BizBash (entrance)
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