Five Champagne-themed activations

With National Champagne Week kicking off this weekend, Event takes a look at activations with a bubbly feel.

Moet: educating consumers about champagne
Moet: educating consumers about champagne

Ruinart Champagne's immersive 'lighthouse'

LVMH-owned champagne brand Ruinart created a pop-up exhibition in London's Waterloo district in February. The installations were all linked to the concept of champagne in some way, with works such as Hervé van der Straeten’s Miroir ice bucket and a portrait of the house’s founder, Dom Ruinart, on display. Guests to the pop-up could immerse themselves in the drink through a sensory tour of the history and origins of Ruinart – which was first established in 1729 – as well as the aspects of the Chardonnay grape.

Laurent-Perrier's Art Deco-themed retreat

Laurent-Perrier champagne enticed festival-goers at this year's Wilderness event to travel back in time and relive the roaring twenties at its themed venue. The Laurent-Perrier Orangery, which returned to Wilderness for the third year in a row, captured the essence of the Art Deco era, with guests invited to sip champagne in the sumptuous surroundings of a flower-bedecked venue.

Perrier-Jouët's colour-changing flower shop

Bompas & Parr teamed up with champagne Perrier-Jouët to host an innovative flower shop. Visitors were able to stop by to pick up a bouquet of the unique blooms, enjoy a glass of Perrier-Jouët champagne and take part in workshops, creating their own colour-changing flowers by hand-painting petals with thermochromatic ink. The sessions also included a champagne tasting session and a talk on floriography - the art of giving more specific meanings to flowers.

Champagne Pommery and Saatchi Gallery

London's Saatchi Gallery teamed up with Champagne Pommery for a special exhibition designed to mark its 30th anniversary. Opened from 13 January until 6 March, Champagne Life paid tribute to the gallery’s ongoing support of emerging female artists. The works were curated so as to provide visitors with insight into the world of female artists, and Champagne Life hoped to address the issue of the glass ceiling within the art world and beyond.

Moët & Chandon's Academy revival

Moët & Chandon brought back its Moët Academy this spring, at the Condé Nast College in London's Soho. This year’s revival saw the brand offer a world preview of the new Grand Vintage Rosé 2008 to guests, who were educated about the world of champagne through an experiential tour, taking them from the vineyards to the second maturation in the cellars. A virtual reality app also let visitors tour the vineyards, with each session culminating with a tasting of the full Moët & Chandon collection. 

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