The long-established Season, synonymous with the aspirational champagne Veuve Clicquot, is to be revitalised with the help of JAM, the authority in the conception and implementation of transformational brand ideas. Veuve Clicquot has taken on JAM to assist in their plans to reinvigorate the presence and role of the brand at the quintessentially British calendar of events and beyond. JAM has responded to this through a strategy that will increase the brands voice as an integral and active partner in shaping contemporary culture. The brands heritage and values will inspire contemporary installations and a series of creative interventions to form a bold new twist on The Season.
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This will be implemented through a variety of measures, starting with the appointment of artist in residence, Jason Bruges. The up and coming artist/designer whose medium is light will create a series of kinetic installations to represent movement and pace at the forthcoming Veuve Clicquot Gold Cup, Festival of Speed and Revival events.
Taking inspiration from the language of banners and flags evocative of summer and sporting events his installation will be programmed to follow The Seasons events, converting speed and activity into a landscape scale artwork. Starting at the Festival of Speed on 11th July, the sound of roaring car engines will be transformed into movement through the animation of 4m high silken flags positioned on the Veuve Clicquot lawn. The flags are individually controlled to point at the cars position on the course, so that their collective behaviour represents the pace and movement of the high speed event.
As part of a separate design collaboration, international designer Nigel Coates is creating a bespoke trophy for the Veuve Clicquot Gold Cup Polo tournament on 20th July. The trophy will comprise of a stunning life-size polo saddle, inspired by the best saddle makers and produced using the finest materials and fabrics in the UK.
The evolving Seasons character and installations will be publicly marked at an End of Season celebration in November 2008 to recognise the creativity, excitement and passion of this new project.
Jamie Anley, commented, Veuve Clicquot is such a great brand and in an exciting time of evolution and differentiation within a fast changing global luxury market place. We are excited by the courage and vision in this relationship.