The connection between David Lynch, the famously oddball filmmaker, and a Champagne house which traces its beginnings to 1668, may not be immediately apparent. The way Dom Pérignon sees it however, a relationship was predestined; the “paths of Dom Pérignon and David Lynch were bound to cross: both share [the] same absolute faith for experimentation.”
Last year the American creator of the TV series "Twin Peaks" and of films such as "Mulholland Drive" and "Eraserhead" hired out his creative talent to Dom Pérignon. In the past Lynch has struck similar arrangements with other luxury brands – shooting a commercial for Dior handbags and another for Gucci perfume.
Lynch's current collaboration has resulted in an advertising campaign for Dom Pérignon 2003 and Dom Pérignon Rosé 2000 (unveiled last December), the redesign of both bottles, and the creation of two limited-edition gift boxes in which to present them. The boxes will be available from October. Just how many of the boxes will be available, the producer is not saying.
The reinvention of the bottles was conceived from photographs Lynch took while working on the initial advertising campaign. “It is a process of tuning in and then, through experimentation, getting something that expresses the essential nature,” he says. Each bottle now boasts a redesigned crest; that of the 2003 vintage has a bronze hue, while the rosé bottle's label opts for purple.
As to the setting in which the wine rests: “The Dom Pérignon gift box resembles a little magic theatre, similar to the ones that David Lynch could have imagined. The silk ribbons at either end raise the curtain on the interior of the box, where Lynchian chiaroscuro silhouettes herald a world where mystery is a game. The iconic Dom Pérignon bottle is not far away," says Dom Pérignon.
The promotional film for the boxes was released this week on NOWNESS.com – the website of LVMH Moët Hennessy Louis Vuitton, which owns Dom Pérignon.
The film is a homage to Lynch's 2001 thriller "Mulholland Drive," says NOWNESS's marketing manager Wendy Furtado. Made by filmmaker and installation artist Luke Gilford, it intersperses footage of the “reveal” of the two bottles at a private celebration in Los Angeles in June, with Gilford's own work. Guests at the launch included Dom Pérignon cellar master Richard Geoffroy, celebrity Kelly Osbourne and actresses Fran Drescher (of "The Nanny" TV series) and Rachael Leigh Cook (of the movie "She's All That"). They were “treated to a unique experiential journey through a labyrinth of spaces featuring the Lynchian touch and playful food pairing created by José Andrés of Bazaar," the company reported.
The French like the Lynchian touch. In 2007, they awarded the film director their highest medal, the Legion of Honor. At the time, culture minister, Jean-Jacques Aillagon, told AFP that "The homage we are giving to David Lynch is an expression of our country's very strong conviction that cinema is something essential to culture." Lynch, in turn, said that the French were "the biggest lovers and biggest defenders of art in the world."
Dom Pérignon promises that the newly packaged vintages will deliver “an experience both divine and profane." Dom Pierre Pérignon himself may have appreciated the religious references; in 1668 he became the cellar master and procurator of the Benedictine abbey of Saint Pierre d'Hautvillers, which overlooks the Marne Valley in the heart of the Champagne region.
As special agent Dale Cooper once said in Twin Peaks, “Heaven is a large and interesting place.”