By Jim Shi Posted March 30, 2011, 11:15 AM EDT
PARIS Turning 200 is no small feat for a brand, so Champagne house Perrier-Jouët looked back on its familial roots with a legacy-themed dinner for its bicentennial hosted by the chairman and C.E.O. of Martell Mumm Perrier-Jouët, Lionel Breton. The exclusive affair invited 230 guests, who flew in from 10 countries, to celebrate the brand's achievement at the historic École des Beaux-Arts building on the Left Bank of Paris, where Perrier-Jouët had constructed an all-white enclosure to display its history and future.
The evening was overseen by Stephanie Mingam, communications director for Champagne Perrier-Jouët & G.H. Mumm, who enlisted event agency Marcade to handle production. Among the attendees were those whom Perrier-Jouët defined as having a family legacy, including personalities from the worlds of cinema (Alain Delon and his daughter Anouchka), fashion (Jerry Hall and daughter Georgia May Jagger), business (Patrick Ricard and son Paul Charles), and the circus (Sampion Bouglion and son Francesco). France-based Harcourt Studio photographed each of the guests, and their portraits surrounded the tables at the event's dinner.
“We chose the Beaux-Arts de Paris as a prestigious venue with an incredible legacy heritage, too, which fits perfectly with Perrier-Jouët,” Mingam said.
Following a cocktail exhibition at the historic site’s stunning glass courtyard, Perrier-Jouët led guests to a white cuboid built beneath the building's soaring glass ceiling. The rectangular structure initially appeared solid, with scrolling script projected across its exterior. However, to signal the start of dinner, the four sides of the cube lifted, revealing the setup inside. Contrasting the minimalist aesthetic of the outer frame, the interior decor took its cues from the brand's logo, with a springtime bouquet of grass and white anemones adorning each of the 10 tables and a green-and-white color scheme marking the place settings.
Prior to the plating of the four-course meal, the walls lowered, enclosing the guests and providing a 360-degree screen on which the Champagne house played a series of videos highlighting its heritage.
Michelin-starred chef Jean-Louis Nomicos was tasked with devising the menu, drawing inspiration from a dinner Perrier-Jouët hosted to celebrate its centennial in 1911. Each dish was paired with Perrier-Jouët Belle Epoque cuvées, including the cuvée Belle Epoque 1998 magnum, wines served by professional sommeliers who made a theatrical entrance when presenting the guests with their drink.