We need to know who we are, where we come from, the stuff we are made of... Because knowledge opens the door to creativity and this, in turn, to innovation.
Richard Geoffroy, Chef de Cave
  • Case Study:
    • Decoding Dom Pérignon
  • Industry:
    • Luxury
    • Culture
    • Art
  • Capabilities:
    • Communication Strategy
    • Environmental Design
    • Architecture
    • Build
    • Graphic Design

Dom Pérignon and el Bulli Foundation have embarked on a three-year creative project to try to understand what it is that makes Dom Pérignon Dom Pérignon. "We need to know who we are, where we come from, what stuff we are made of … Because knowledge opens the door to creativity and this, in turn, to innovation." says Richard Geoffroy, Chef de Cave of the French company.

What is so unique about Dom Pérignon? What is it that makes it so special? These are the questions posed by Ferran Adria when he me with Richard Jeoffroy. It was these questions that marked the beginning of a three-year partnership between Dom Perignon and elBulliFoundation. A joint effort to decode the Dom Perignon experience and thereby strengthen the capacity for innovation of the prestigious champagne maker. To achieve this, Dom Perignon set up its own laboratory in elBullilab and commissioned us to create an area of 300 square meters that would serve as its experiential core, where the interactions between wine, bottle, and actor would be synthesized.

The core experience is represented by the intersections of three cubes whose interactions give form and structure to the spaces housing its various functions. This includes, for example, a study of the iconic Dom Pérignon bottle.