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Ruinart, the premier champagne producer shuns traditional advertising outside France and instead uses a high-brow collaboration between the Maison and artists to maintain the brand’s profile.
The ‘Food for Art’ programme is a collaborative creative project between Cellar Master Frédéric Panaïotis, Brazilian multimedia artist, Vik Muniz and two-time Michelin star awarded Parisian chef David Toutain.
Ruinart, the oldest established Champagne house, since 1729, has a long-standing relationship with the arts ever since the Maison first commissioned Alphonse Mucha, a young artist from Czechoslovakia in 1896 whose style was ahead of its time. The style was to become known as Art Nouveau. The created artwork, for Ruinart, became a sensation and was among one of France’s first advertising posters. People, stole them from the streets to hang them at home.
Since then Ruinart has always recognised the power of art to lift the brand higher than traditional advertising and many, many ground-breaking commissions and collaborations have taken place since then. Notable examples include a 2008 sculpture by Dutch artist Maarten Bass of a fallen chandelier, faceless portraits of the Ruinart family by Israeli artist Gideon Rubin and a paper sculpture by Scottish artist Georgia Russell.
Ruinart’s latest artistic endeavour is the ‘Food for Art’ programme which is the bringing together of art and gastronomy, creating an authentic encounter between an artist and a chef, intimately linking two creative worlds.
The artist the Chef and the Cellar Master came together in the Champagne region of France and developed their vision for the project “Shared Roots”. Together they developed a unique six-handed menu, creative dialogues, inspiring pairings, and outstanding presentations. Muniz created a series of rustic, tactile collages pieces capturing the undulating roots and vines of the vineyards and their expression of fruit, despite a harsh climate, that gives some of the best, most complex sparkling wine in the world.