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Don Perignon's New Creative Journey

In a bold move to celebrate creativity, Don Perignon, the prestigious champagne brand managed by MHD Moët Hennessy Diageo Co., has launched an exciting campaign titled "Creativity is an Eternal Journey." This initiative centers around engaging discussions with seven iconic creators, blending their unique perspectives with the brand's legacy.

A Legacy of Creativity

Don Perignon's philosophy has always revolved around the idea that creation is a timeless journey. Since its inception in 1668, when the Benedictine monk Dom Pierre Pérignon vowed to produce the world's finest wine, the brand has maintained its unwavering commitment to harmonizing emotion in every vintage, while preserving its creative ambitions. Over the years, numerous cultural icons have been inspired by Don Perignon, contributing fresh vigor to the brand.

During the early 1960s, renowned photographer Bert Stern was preparing for a legendary photo shoot with the iconic Marilyn Monroe. Despite being set with lighting, music, and props, he felt something was missing. A call from Monroe’s publicist for three bottles of the 1953 vintage Dom Pérignon led Stern to procure a case, which proved to be a vital element in capturing the essence of the moment.

In 1974, Robert Mapplethorpe immortalized the Dom Pérignon Vintage 1968 in a compelling Polaroid for a New Year’s card, elevating the bottle beyond mere product to a subject of art. Andy Warhol, famously known for his avant-garde takes, prepared 2,000 bottles of Dom Pérignon for a millennium celebration with friends, showcasing its status as more than champagne.

Since 2005, Don Perignon has maintained a dynamic interplay with visionaries like Andy Warhol, Jean-Michel Basquiat, Karl Lagerfeld, Jeff Koons, David Lynch, and Lenny Kravitz, creating a lasting impact on the brand's trajectory.

A New Chapter Begins

Beginning on May 12, 2025, the brand will further enrich its journey by collaborating with seven extraordinary creators: actress and writer Zoë Kravitz, three-Michelin-star chef Clare Smith, the unique artist Tilda Swinton, dancer and choreographer Alexander Ekman, contemporary art figure Takashi Murakami, artist-producer-director Anderson .Paak, and musician and radio host Iggy Pop. Each brings a powerful presence, poised to deepen the narrative of Dom Pérignon’s “creative journey” through their distinct art forms.

Capturing the Essence of Creation

Acclaimed photographer Collier Schorr will document the interactions of these creators and the Chief Executive Winemaker, Vincent Chaperon, enabling a genuine expression of their creativity. Schorr's portraits, both in black and white and vibrant color, vividly capture the creative process—whether in deep thought, in motion, or engaging instinctively with Dom Pérignon.

Film directed by writer and filmmaker Camille Summers-Valli will further delve into the inner lives of these creators. It begins with probing questions about the essence of creativity, unfolding insightful dialogues between the interviewee and media entrepreneur Jefferson Hack, helping the creators reflect on their artistry and their connection to the endless journey of "creation."

Artistic Showcase in London

In May 2025, Don Perignon will host an artistic showcase in London allowing attendees to experience the new chapter of creativity as an eternal journey. The exhibition will trace a spiral path showcasing the brand's historical connections with cultural icons and present moments, revealing portraits and films born from intimate dialogues with the seven creators.

In the “Future” section, insights from Vincent Chaperon regarding the creative journey of Dom Pérignon and the character of the 2024 vintage will be presented through drawings, photographs, and text.

Collaborations and New Releases

In October 2025, as this new creative phase unfolds, Don Perignon will reveal limited editions from collaborations with the creators, continuing its legacy of innovative dialogue with visionaries since 2005. Anticipation grows for a live performance led by one creator in 2026, symbolizing a new phase in the brand’s creative storytelling.

Building upon this legacy, Don Perignon will seamlssly integrate past, present, and future as part of its vision and will unveil four new vintages in this brief period, marking a groundbreaking event in the maison's history.

• - Vintage 2008 - Plénitude 2: A reimagined classic elevating the Don Pérignon experience.
• - Vintage 2017: The swan song of the former chief winemaker, marking an era’s closure.
• - Vintage 2018: The dawn of a new leadership and evolution in the winemaking process.
• - Rosé Vintage 2010: A culmination of a decade-long exploration of Pinot Noir, expanding the expression of Don Pérignon while maintaining harmony.

Conclusion

Don Perignon's creative philosophy lies in pursuing a perfect harmony that resonates through its six sensory elements. With a steadfast commitment to producing vintage champagne only from grapes harvested in a single year and a willingness to forego vintages of lesser quality, Don Pérignon navigates the complex landscape of winemaking with unwavering devotion. Every vintage generated narrates a new value in the legacy of creation, encapsulating the essence of a meticulous creative process.

Explore more about the illustrious journey of Don Perignon and its commitment to art and culture by visiting their official website: Don Perignon.