ARTICLE

Emotions of Milan

PUBLISHED ON THE EDITION 214 OF THE CREATIV VERPACKEN MAGAZINE
PAMELA TAILOR | MAY 2024

VIDEO BY VEUVE CLICQUOT

Every year, the Design Week transforms the City of Milan into an epic celebration.

Alongside the iconic Salone del Mobile, hundreds of individual events unfold across the city. Exhibitions, installations, talks, pop-ups, and parties draw crowds of architects, designers, brand representatives, journalists, and design aficionados from all over the world. The long queues at the entrances of the events redefine the urban space, and finding an available taxi feels like a mission in itself! Yet, waiting in line anywhere in a fashion capital like Milan does not seem like wasted time at all. It is a marvelous opportunity for observing and being inspired by the art of being well dressed. Other spaces in Milan felt like an escape from the bustling atmosphere, instilling calmness to the visitors while being immersed in the beauty and creativity of each scene.

PHOTO BY PAULINE VERMARE

In Garden Senato Milano, a refreshing oasis decorated in shades of yellow, gently invited the public to discover the collaboration between Maison Veuve Clicquot and the iconic agency Magnum Photos. Eight internationally renowned Magnum photographers were granted complete creative freedom to capture memorable images and thereby convey emotions inspired by the Sun. The pictures were taken in eight different countries spanning five continents. The selection of 40 photographs all unified under the theme “Emotions of the Sun” was curated by the photographic historian Pauline Vermare and beautifully showcased in a soft, dreamy, breathtaking setting created by the French designer Constance Guisset.

The photographers captured a wide range of emotions, shapes and colors, from vast outdoor spaces to intimate indoor scenes. The Spanish photographer Cristina de Middel, for instance, selected the stunning sand dunes and freshwater lagoons of Brazil’s National Park Lençóis Maranhenses as scenario for her images: “Rather than photographing the Sun directly, I chose to explore objects that could capture its spirit. I explored the shape and color of a yellow balloon, used metallic materials to reflect sunlight, and included a horse to create a luminous, fantastical atmosphere that evoked a feeling of pure joy”. Lindokuhle Sobekwa’s photos, produced in South Africa, celebrate family time in nature and its everyday miracles: a sunset, flowers opening their petals, the glitter of sunlight. Trent Parke’s beautiful images, photographed in Australia, portrayed dramatic sunsets, presenting the Sun as a giant clock in the sky.

"True creativity blossoms when we break away from the expected. My process? Make at least two mistakes daily. They help me understand who I am, what the task is about, and they make me grow and refine
my visual language."

CRISTINA DE MIDDEL

Moving forward to the venue’s sunny outdoor space, guests could enjoy a tasting menu under the motto “Sun in your Plate” created by star chefs and upcoming talents. Visually, all signature dishes had a connection to the Sun and to Veuve Clicquot’s joyful Solaire universe. A charming boutique featuring several Clicquot products was also part of the scenery.

One might wonder why the champagne brand chose to host a photo exhibition as part of its brand activation strategy in Milan. “From a brand perspective, our objective with this strong collaboration is to elevate perception and extend the communication of Maison Veuve Clicquot as a luxury brand beyond champagne,” describes Carola Braggio, Senior Brand Manager of Veuve Clicquot & Moët Chandon. “The exhibition confirms Veuve Clicquot’s deep-rooted commitment to culture and transmits our message of optimism to the world”, explains Jean-Marc Gallot, President of Maison Veuve Clicquot.

"From a brand perspective, our objective with this strong collaboration is to elevate perception and extend the communication of Maison Veuve Clicquot as a luxury brand beyond champagne"

CAROLA BRAGGIO, SENIOR BRAND MANAGER OF VEUVE CLICQUOT & MOËT CHANDON

"The exhibition confirms Veuve Clicquot’s deep-rooted commitment to culture and transmits our message of optimism to the world"

JEAN-MARC GALLOT, PRESIDENT OF MAISON VEUVE CLICQUOT

Connecting the Sun – a magnificent symbol of life, hope and desire, strength and endless rebirth – with the vibrant Milan Design Week,in which over 360.000 individuals came together in the pursuit of beauty, was truly inspiring. As the exhibition prepares to tour to New York City in June, we are excited to find out if the Big Apple will rise to the challenge of making this event as breathtakingly beautiful as it was in Milan.

A HIGHLIGHT OF THE CLICQUOT BOUTIQUE: A BOTTLE HOLDER CREATED IN COLLABORATION WITH STELLA MCCARTNEY. THE MATERIAL: A GRAPE-BASED ALTERNATIVE LEATHER SOURCED FROM VEUVE CLICQUOT VINEYARDS.

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