© Dom Pérignon
Over the years Dom Pérignon has always explored affinities with renowned creative talents. Last May the champagne house announced a compelling collaboration with singer and musician Lenny Kravitz. As Creative Director and photographer for the new Dom Pérignon advertising campaign, Lenny Kravitz has shot a series of photos that were unveiled in New York and then shown in the UK, Italy and Japan. Taken in his villa in Los Angeles, the photos are part of an international exhibition entitled “Assemblage” that was inaugurated in New York in September.
The artistic collaboration between Dom Pérignon and Lenny Kravitz is the story of a convergence of creativity that began in Hautvillers, a place central to the inspiration of Richard Geoffroy, the Maison’s Chef de Cave. It is also the story of the long friendship between the two. A true connoisseur of the Vintages, Lenny Kravitz has a longstanding relationship with Dom Pérignon and wanted to learn more about the people who make the exceptional champagne, their savoir-faire, and the terroir.
A multitalented artist, Lenny Kravitz transcends the frontiers of disciplines, cultures and generations, whether in music, photography, design or cinema. Dom Pérignon gave him complete creative freedom for the new campaign visual, which materializes a project that springs from his lifestyle. In a series of black and white photographs that revive the concept of art salons he captures the creative alchemy that emerges when exceptional talents come together from the worlds of cinema, fashion, dance and sports. Zoë Kravitz, Susan Sarandon, Benjamin Millepied, Alexander Wang and others join this unique gathering of talents for moments of celebration at his villa in Los Angeles.
“Dom Pérignon is all about bringing people together. It is all about communication so that you can then have inspiration. You do not need an occasion. Life is the occasion,” says Lenny Kravitz. Alongside this online and print campaign Lenny Kravitz is joined by photographer and filmmaker Mathieu Bitton, who has shot a film retracing the inspiration that springs from these exceptional meetings.
In conjunction with the campaign, Lenny Kravitz captured unique moments to invite the public to discover the universe of Dom Pérignon in an international exhibition entitled “Assemblage”, inaugurated last September at the Skylight Modern in New York. Conceived as a transcription of memorable experiences, the photos will be featured in exhibitions around the world in 2019.