Milan Salone 2016 Preview: Brand tales

By Daniela Walker 04 : 04 : 2016 Veuve Clicquot : Fabrica : Milan Design Week

Milan – Veuve Clicquot has teamed up with communication research centre Fabrica to celebrate the 200th anniversary of its first design invention.

Beyond explores the history of the house in three multifaceted installations
The event celebrates the brand’s first invention, which changed how champagne is made

In 1816, Madame Clicquot invented la table de remuage, a contraption that allowed the bottles to be tilted and turned to achieve a clear, pure wine – a method still used by the champagne house in its modern iteration the riddling table.

To celebrate this invention, Fabrica created a journey around the brand called Beyond, which aims to use experiences, performances and sounds to tell the story of Veuve Clicquot, taking visitors through three installations: the Abyss, inspired by the brand’s connection to the sea; Les Crayères or chalk caves, located in the Champagne region where the house stores its bottles; and The Universe, which will explore the future of the champagne house.

Sam Baron, creative director of design at Fabrica, promises that the installations will offer ‘physical interactions and emotional involvement in a hypnotic melée of sculptural, visual and digital citations’.

The Big Picture

For more on Milan’s forthcoming Salone Internazionale del Mobile 2016, visit our Seeds section next week, when we will be reporting live from the event.