Ruinart captures Champagne making process in sculpture collaboration

LVMH-owned Ruinart Champagne is exploring the notion of time through 12 glass sculptures representing the months of the year.

For the glass sculpture project, Ruinart collaborated with artist Hubert le Gall who used the Champagne house’s history and vineyards in Sillery, France, as inspiration. When artistic collaborations source materials that link directly to the partnered brand, the installation often reads as more authentic.

Pour a glass
Ruinart shared the behind-the-scenes video on its social media accounts. On Facebook, for instance, the brand included copy that explains that Mr. le Gall’s masterpiece is a “tribute to the passage of time” and that man and nature are at the heart of the story.

The Champagne brand included the hashtag #AreYouInArt to generate additional conversations about its message.

Ruinart’s video, which was also shared by LVMH-owned video and editorial site Nowness, shows Mr. le Gall strolling Ruinart’s vineyards before going to a glassblowing workshop in Murano, Venice in Italy.

A click-through on the link provided directs to Ruinart’s Web site. Here, the consumer learns more about the ideology behind the project and can explore the 12 glass sculptures, all of which are assigned a month, by clicking on their image.

Each sculpture is meant to symbolize Ruinart’s vineyards during that particular month.

For example, the sculpture Mr. le Gall created for September represents the harvest while May is representative of spring awakening and nature blossoming and January symbolizes nature “sleeping.” The 12-piece series can be viewed here.

Other creative collaborations have incorporated raw materials familiar to the brand.

For instance, Shiseido-owned Clé de Peau Beauté is introducing its products to a wider consumer demographic through an outdoor installation commissioned by architect Shigeru Ban.

Mr. Ban created a pavillion space using approximately 90,000 Clé de Peau Beauté makeup cases that recreate and mimic the mysterious light and shadows of Venice (see story).