What do terrariums, VR headsets, Pharrell Williams and 100-year-old cognacs have in common? They all bring a message about nature and an appreciation for its fragility.
Louis XIII Cognac hosted a special soiree at Pollen, inside the Flower Dome of Gardens by the Bay, to underscore this delicate relationship between nature and time — through terrarium building and tending to the exquisite taste of its historic cognac. There was also a VR experience that hypnotised guests, bringing them to the prevailing issue of global warming and threats to the environment.
The remarkable quandary faced by the makers of the ultra-premium Louis XIII Cognac is that they will never be able to enjoy their own creation. They must always think a century ahead as each decanter of precious liquid takes about four generations of cellar masters to perfect. And if all goes well, it will be our children or grandchildren who will finally taste the fruits of their labour.
A way to make sure this happens; Louis XIII is not stopping at just making time-honoured crafty cognac. It has partnered with superstar Pharrell Williams to produce music too. In November last year, the American rapper dropped his latest single ”100 Years”. Here’s the catch: the possibly catchy and epic tune (just think of Pharrell’s jubilant jingle “Happy”) is only set for public release in 2117.
The sole copy of “100 Years” has been engraved on a clay vinyl made from soil that’s been extracted from vineyards in Cognac, and is now locked away for — you guessed it — 100 years, time capsule-style. Kept in one of Louis XIII’s cellars, the safe (destructible if submerged in water) has no code and no key, as it will unlock automatically in November 2117, if it isn’t first destroyed by rising water levels or maybe, an evil AI.
But in all seriousness, Pharrell said in the campaign’s video: “It’s an artistic project that will disappear forever if global warming continues. If we continue on this destructive path, disregarding nature’s calls, the clay vinyl will disintegrate into the rising tides and we’ll lose this track forever.”
Pharrell Williams is a passionate activist and advocate in the face of global environmental issues. He is often involved in concerts and festivals to raise awareness. The Grammy-winner chose to partner with Louis XIII because he was inspired by the similarity he saw between a cellar master and an artist. And this creative collaboration alone is music to our ears.
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