PARIS — Evian’s new vogue collaboration is prepared for its closeup.
The French mineral water model has partnered with Paris-based label Coperni on a limited-edition glass bottle that includes a constellation design that may solely be seen by glimpsing by way of a peephole. It marks the primary time that Evian is launching a bottle that obscures its hero product: the water.
“I assumed it could be fascinating to do one thing that was not ornamental however extra interactive,” Meyer mentioned of the bottle, which launched on Monday on Evian’s web site and at upscale grocery retailer La Grande Epicerie in Paris.
With viral runway reveals that featured Bella Hadid in a spray-on gown and Boston Dynamics’ robotic canines, Coperni is repeatedly approached for collaborations, he mentioned.
“I liked the concept of pushing the model into new territory and doing one thing totally different than garments. Tech innovation is a part of Coperni’s DNA, so I believe we’ve the legitimacy to discover different fields,” Meyer added.
Evian started collaborating with vogue designers and luxurious manufacturers 16 years in the past, creating collectible bottle designs by the likes of Christian Lacroix, Jean Paul Gaultier, Virgil Abloh, Paul Smith, Diane von Furstenberg, Issey Miyake, Courrèges, Kenzo and Balmain.
For Vaillant, becoming a member of that pantheon was “a childhood dream” and permits the model to talk to a bigger viewers, at a time when it’s broadening its attain with a collection of pop-up shops in places together with New York Metropolis, Seoul and Shanghai.
“When it comes to positioning, for us, it’s a rare alternative as a result of we are going to contact many individuals in eating places and at residence, and it’s additionally essentially the most reasonably priced product we’ve ever achieved,” he remarked.
Dawid Borowiec, world director at Evian, mentioned the model tries to interact shoppers by way of the cultural moments they get pleasure from, with a particular give attention to sports activities, particularly tennis, and vogue. Whereas Coperni is smaller than a few of the different manufacturers it has labored with, its progressive strategy appealed to the water model owned by French multinational Danone.
“We consider it’s an incredible home which has a vibrant future forward,” he mentioned. “After operating restricted editions with vogue manufacturers for 15 years, we believed we want one thing new and I believe it labored, as a result of the version we’re operating this yr carries much more than simply the design, there’s a deeper concept in it.”
Normally, the motif is printed on the glass, however this time, the bottle was wrapped in foil dotted with small stars that sparkle when it’s lit from the underside. “We’ve additionally chosen that as a result of we’ll be selling loads a particular show of these bottles inside nice eating eating places the place we’re current,” Borowiec mentioned.
The bottle will probably be out there in U.S. hospitality places together with Tao, Soho Home and Groot Hospitality venues.
A glimpse by way of a small round opening, which Vaillant in comparison with the porthole of a spaceship, reveals an astronomy-inspired design incorporating key codes of each manufacturers.
The pioneering astronomer Copernicus is proven snapping a smartphone photograph of the Marquis de Lessert, the French nobleman who found the Evian water supply in 1789. A child, carrying Coperni’s signature horn hoodie, alludes to Evian’s iconic “Stay Younger” marketing campaign. Additional pictures may be found by scanning a QR code.
The launch will probably be supported on-line by two brief movies, directed by Camille Summers-Valli, celebrating human connection. They have been shot on the Georges restaurant on the Pompidou Middle in Paris, whose future is up within the air because the museum prepares to shut in 2025 for a five-year renovation.
“It was good to immortalize the area,” mentioned Meyer. The duo will have fun the challenge with a non-public dinner at their studio in Paris curated by French meals collective We Are Ona.
Vaillant mentioned he was “very proud” of Coperni’s capacity to stability stable vogue credentials with reveals which have caught the general public creativeness.
“I’m very grateful to Evian for having chosen a model like Coperni,” Vaillant mentioned. “It’s cool that they went for a younger model and that they gave us a lot leeway.”