One of the most iconic Champagnes together with the most famous pop singer in the world: since 2021, the universes of Dom Pérignon and Lady Gaga have intersected in a correspondence that has mixed their aesthetic approaches and ambitions. Now their shared vision of the creative act takes the form of a new advertising campaign that celebrates the latest label, the Dom Pérignon Vintage 2013, ready to reveal itself after almost 10 years of slow maturation.
The campaign, which has been entrusted to three leading contemporary artists – director Woodkid (Yoann Lemoine), choreographer Sidi Larbi Cherkaoui and Italian photographer Mario Sorrenti, who shot a series of iconic black and white shots for the press – begins where everything always begins for both protagonists: at work. In the vineyards, for the French Maison; on the piano, for Lady Gaga. The camera pans around the latter, revealing what appears to be a stage, or a set: a place where a creation is about to be born. Lady Gaga starts playing a few notes, writes down the words, starts playing again, until she finds the right rhythm. Meanwhile, under the picturesque arches of the cloister of the Abbey of Saint-Pierre d’Hautvillers, the silhouette of a group of dancers slowly begins to come to life, responding to Lady Gaga’s piano performance. Then, progressively, the melody accelerates and with it the tension. The images of the Dom Pérignon bottles sensually reflect this moment. Finally, the dancers lift each other up as Lady Gaga hits higher notes and some of them start floating through the air. In a magical final act, the entire ensemble soars into the sky above the bell tower of the Abbey. The choreography created by Sidi Larbi Cherkaoui will also be performed on stage in 2023.
Focus: The myth of Dom Pérignon
The aesthetic ideal of Dom Pérignon was born in the 17th century, when Dom Pierre Pérignon set out to “create the best wine in the world”, a goal that was constantly refined, but never definitively achieved. The Abbey of Saint-Pierre d’Hautvillers, founded in the 7th century, has played a crucial role in the tradition of vine cultivation and the production of wines from the terroirs of Hautvillers, Aÿ, Champillon and Cumières. In 1668 a young monk named Dom Pierre Pérignon was appointed cellarman and procurator of the monastery, triggering a series of events that would change the course of Champagne history. With a visionary gaze and a spirit of sacrifice, Dom Pierre Pérignon dedicates his life to perfecting the art of viticulture and winemaking, in search of beauty and emotion. Thanks to his wine, he conquered the hearts of the French court and adorned the most beautiful tables of the 17th and 18th centuries, directly supplying the house of King Louis XIV and the best Parisian merchants of the time.
Saint-Pierre d’Hautvillers was also an abbey renowned for welcoming pilgrims and the sick. The monks have maintained an atmosphere in which to continually hone their craft, sharing the fruits of their labor and kindness with the outside world.
Today, for Dom Pérignon, work begins with the professionals in the vineyard, who work to understand the needs of the vines and take care of them over the course of the seasons. In the very first moments of spring, Vincent Chaperon observes and selects the best parcels, then the grapes and their juices, each with a unique and distinctive personality. This is how the assembly phase, the cornerstone of Dom Pérignon’s creative process, can begin. The different selected wines are interpreted together, faithful to the history of the vintage and to a timeless aesthetic ideal. After blending, the maturation begins: it takes at least 8 years for Dom Pérignon Vintage to reveal itself. In the darkness of the cellars, inside the bottles, the wine undergoes an active transformation in contact with the yeasts, achieving that harmony which is the distinctive trait of Dom Pérignon.
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