Remy Martin goes psychedelic with digital visual artist
Rémy Martin is changing the way it thinks, leading with its VSOP variant.
You’d think that a cognac brand would purely be focused on heritage and tradition, and in most cases, you’d be right.
The premium cognac brand has partnered with Matt W. Moore, a world-famous American digital visual artist, to collaborate with and to introduce the next visual chapter of its age-old story.
Going beyond mere packaging design, they have created a whole new graphical language for VSOP.
Nicknamed “MWM”, Matt W. Moore is a man of many tastes and talents. Exploring these different facets of his life, not only is he an incredible artist, but also a brilliant graphic designer, a basketball enthusiast and true lover of France, the birthplace of cognac.
Through this unique form of kinetic art, he creates an incredible visual language that explores colourful geometric patterns and semiotics.
MWM’s work is regularly exhibited across the world, in the form of mural walls and sculptures to playground black tops. His list of collaborations include some heavy-weight brands including Ray Ban, Nike and Coca-Cola.
Founded in 1724, Rémy Martin is the embodiment of Cognac Fine Champagne.
There are six grape-growing regions in Cognac, and the two considered the best are called Grande Champagne and Petit Champagne.
A Cognac called "Fine Champagne" is made from grapes from both regions, at least 50% from Grande Champagne.
The fruit of the prestigious regions of Grande and Petite Champagne, its cognacs hold outstanding ageing potential.
The exclusive selection of grapes that make up the heart and soul of cognac, combined with the inimitable know-how of the cellarmasters, create a one-of-a-kind aromatic intensity.
In the same way that a Cellar Master blends different eaux-de-vie together to form a world class cognac like Rémy Martin, MWM’s visual narrative for the new VSOP introduces elements of discovery, blending, mixing and shaping.
He inserts subtle clues, inviting the audience into an adventure of movement and mystery. “My artistic intentions involved me delving into the brands key visuals by recreating the iconic centaur”, affirms MWM - which is now prominently outstretched in a graphical scheme of geometric splendour.
Celebrating Matt’s love for the Rémy Martin brand elements, an augmented reality app has been developed called ARt, that works with local landmarks and icons.
This app allows users to choose from a set list of MWM designs and through the augmented reality interface, add the animated designs to their surroundings, thus Matt-Moorizing life around them.
“Matt has created a visual narrative that underscores movement and brings new energy to our brand,” explains Augustin Depardon, Rémy Martin Global Executive Director. “His work reaches out to a wide audience and tells our brand story from a novel point of view.”
A Rémy Martin VSOP Limited Edition bottle together with a gift box is now available at major retail points worldwide, but only 600 bottles will be made available in SA.
WATCH: Remy Martin goes psychedelic with digital visual artist Matt W. Moore VSOP limited edition bottle and augmented reality mobile app, aRt by Remy