[ Corporate Experiences / Cultural conquests ]
Experiencias de autor: turning culture into reputation
The invitation as the first act of the evening.Some gatherings begin long before anyone knocks on the door.
Champagne Perrier-Jouët and La Fábrica wanted to seat a very small number of people in a ceramicist's workshop, among the buckets of a flower shop in Chamberí or around a table, and let the conversation do the rest. There was no story to invent: it was already there, in the house's anemone and in the hands of those opening their studios. Our task was to give it form.
Four nights, four services, a pleasure to share.
It was a series conceived as a single story told over four evenings, each with a different ending. The clay in Guille García-Hoz’s studio, the recycled materials in Álvaro Catalán de Ocón’s workshop, the botany at Loreto Aycuens’s florist’s, and a Socratic tasting around the table. We assigned a colour to each one, and the illustrations, by Carmen García Huerta, featured an anemone – the founding symbol of the ‘maison’ – in the hands of the guests.
For us, the invitation is already part of the evening. We did not want to announce an event, but to set its tone in advance: the anemone, the house’s emblem, takes centre stage and shines when the light finds it. Whoever opens it understands, before reading, that they are expected in a small place, at a given hour, alongside a small group of people who will share a unique experience.
When a brand shares its cultural values
Perrier-Jouët does not appear here talking about champagne. It appears as the host of a conversation between ceramicists, designers, florists and philosophers. Reputation, we believe, is built this way: not on what a brand says about itself, but on what those who were there tell afterwards.
No two evenings were alike. Each event was designed for a different audience: Álvaro Catalán de Ocón’s studio, Loreto Aycuens’s florist’s, the clay in Guille García-Hoz’s workshop, and a Socratic tasting around the table. At the end of each experience, all attendees received an original print by Carmen García Huerta, signed and numbered, featuring the anemone from their particular evening.
No two evenings were alike. Each gathering was designed for a different audience: Álvaro Catalán de Ocón’s studio, Loreto Aycuens’s flower shop, clay in Guille García-Hoz’s workshop, a Socratic tasting around the table. At the end, everyone left with the same gift: an original reproduction by Carmen García Huerta, signed and numbered, bearing the anemone of their night.
From paper to screen
Sometimes it is digital communication that keeps us up to date with our diary. That is why the evenings also had their pieces for social media, each in the colour and with the anemone of its night. The screen also lets us carry other messages, be more spontaneous and connect with the audience in a more interactive way.
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