Perrier-Jouët unveils “Belle Epoque Florale Edition by Makoto Azuma” in Japan, the first designed Limited Edition of Belle Epoque since Emile Gallé in 1902
Tokyo, 13th July 2012, PRNewswire – Last night marked a new historical event for Perrier-Jouët champagne House, with the international unveiling of Perrier-Jouët Belle Epoque Florale Edition by Makoto Azuma – the first designed Limited Edition of cuvee Belle Epoque, since the creation of its iconic anemones by Emile Gallé in 1902. The launch event took place in Japan, which has a strong historical relationship with the luxury house.
Created by a renowned floral Japanese artist Makoto Azuma*, Belle Epoque Florale Edition is a reverential homage to Emile Galle’s famous Art Nouveau design. This was originally inspired by Japanese art culture, and has become the iconic image of Perrier-Jouët artistic heritage through its prestige cuvee. Challenging the aesthetic boundaries, Makoto Azuma created a unique combined artwork, made of a single delicate botanical arabesque dotted with white Japanese anemones. These recall the original 1902 design, which is further reinforced with a handcrafted motif of golden flowers on the bottle of Belle Epoque 2004**, carefully selected by Cellar Master Hervé Deschamps.
The artist explains: “I wanted to make something extraordinary, taking inspiration from the sensation of champagne inside the mouth, and the delicate movement of the ivy and leaves with a special attention and tribute given to Emile Gallé’s anemones”.
The unique Limited Edition was revealed as part of a very exclusive international event attended by over 150 media and VIP guests, at the most beautiful and traditional Japanese Happoen-garden at the heart of Tokyo city. Guests enjoyed an elegant and imaginative exhibition, telling the story of both Emile Gallé and Azuma Makoto in a creative and contemporary way. Amongst the stars attending the event were local Japanese celebrities such as actress Miki Maya, top model Ai Tominaga, Music producer Verbal, and musician Tomoyasu Hotei, as well as other international VIPs including Chinese Haute-Couture designer Wendy Yip and Hong-Kong Fashion Designer Dorian Ho, socialite Kennis Tai and actress Isabel Leung.
Commissioning Japanese artist Makoto Azuma came as a natural choice for Perrier-Jouët; Emile Gallé chose white Japanese anemones for its original design in 1902 because of his passion for botany but also his admiration for Japanese art that draws inspiration from the primal force of nature, the true spirit of the Art Nouveau movement.
Lionel Breton, Chairman & CEO Martell Mumm Perrier-Jouët explained: “Makoto Azuma and Perrier-Jouët share the same values of tradition, passion for Nature, and genuine originality and we are delighted to have found in M. Azuma the Emile Gallé of modern times through his unique creation”
From the specific choice of flowers, to the endless series of adjustments and motif on the bottle itself, Belle Epoque Florale Edition perfectly expresses the luxurious and craftsmanship cues of Perrier-Jouët, whilst delivering a contemporary vision of beauty.
Perrier-Jouët Belle Epoque Florale Edition will be available only in very limited quantities worldwide from September onwards, in the most exclusive outlets in Perrier-Jouët main distribution markets at an average RSP of 300 euros.
To access the event images and relevant PR materials, please go to: http://digitalpressroom.perrier-jouet.com
Perrier-Jouët is a very exclusive House of Champagne, which has been crafting wine since 1811. Benefiting from an exceptional vineyard, Perrier-Jouët is known for the finesse of its wines, fashioned with the expertise of just seven cellar masters in 200 years history.
For more information, please visit www.perrier-jouët.com and https://apps.facebook.com/the-limited-edition/ and follow us on www.facebook.com/champagne.PerrierJouet,
About Makoto Azuma*
Born in 1976, Makoto Azuma grew up in the country and became a guitarist in a rock band before falling in love with floral art. In 2002 he opened “Jardin des Fleurs”, an haute couture floral workshop in Tokyo, then from 2005 he developed his activities internationally. Exploring every facet of flowers and plants, Azuma worked with them in a “bespoke” spirit, elevating them to the heights of a work of art. He expresses this philosophy in his extraordinary creations, combining his personal and resolutely contemporary vision with the time-honoured Japanese art. His works have gained acclaim at his exhibitions, events and performances across the world, at Colette and the Cartier Foundation for Contemporary Art in Paris, and at the NRW Forum in Dusseldorf.
Perrier-Jouët Belle Epoque Vintage 2004**
For this special edition, Perrier-Jouët Hervé Deschamps chose the 2004 vintage as the perfect expression of an exceptional year, and of the distinctive style of Perrier-Jouët; floral, stylish and diamond-cut.
Please enjoy Perrier-Jouët responsibly.