LOUIS XIII, Product Launch, NY

For the launch of its new cognac, Black Pearl, LOUIS XIII invited a select circle of guests into its world in New York, including Nicky Hilton and Chanel Iman. An ultra-limited edition of 398 numbered decanters, Black Pearl was born at the Domaine du Grollet, the birthplace of LOUIS XIII, and its tasting ritual begins at lower temperature than room temperature, the temperature of the cooling cellar. As the cognac slowly warms, new aromas emerge. The evening was built on that same idea: an experience that does not announce the product, but becomes it.

Guests arrived into a cool, dimly lit space, with mist drifting at their feet like morning dew. At the heart of this universe, pearlescent projections rippled across frosted panels, and the sounds of the Domaine du Grollet, the birthplace of LOUIS XIII, accompanied guests as they uncovered the whispers and stories behind the creation of Black Pearl, while the decanter itself remained hidden.

In an intimate room, a halo of blue light revealed Black Pearl for the first time. Cellar Master Baptiste Loiseau then led a first tasting at lower temperature than room temperature, presenting the cooling cellar as both a functional and a ceremonial object. In the final room, the light turned to amber and the cognac opened up, accompanied by a pairing menu by Chef Franco Sampogna, with a chocolate pearl for guests to take home.

Conceived and produced by Al Dente, the evening brought together scenography, light, sound and gastronomy, moving from cold to warmth and from mystery to revelation. In doing so, it invited guests to slow down and experience time differently.