TOAST MASTER
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2020
Design installation
Robotic industrial arm, copper, oak.
For LOUIS XIII, Cognac, France.
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How to highlight a toasting ritual & showcase a sound identity in an immersive and memorable animation for a brand of Cognac?
The studio specializing in the design of immersive experiences, was commissioned two years ago with a unique partnership, to propose a striking concept on a particular challenge: to highlight the ritual of toasting by bringing to life the authenticity of the « signature glasses » of the prestigious brand of Louis XIII cognac.
DESIGN MAKES SENSE.
When two Louis XIII crystal glasses toast, they produce a very specific note: a clear and deep G sharp.
For the studio, the project had several inputs and objectives: to emphasize the delicate aesthetic of the glasses, to evoke the magic of a ritual as evanescent as a musical note, and to project the brand in its permanent desire for innovation : THINK A CENTURY AHEAD.
It was therefore important to evoke a gesture and to encapsulate this celebration in a haptic device, creating a surprising, captivating extraordinary event, in order to create a sound memorization of the brand: ringing the future and the century to come.
First, the use of an automatic robot arm was the keystone of our installation to materialize a concept of visual innovation and sound prospective. Robotics and artificial intelligence are rooted in a visionary symbols of the future; an obvious material to work on for this artistic installation and anchor itself in the brand platform.
ART IS SMART.
It was a question of putting in tension the perfect delicacy of the glasses, their crystalline subtlety against the imposing mechanics & the advanced technology of industrial robots to amplify with contrast the refinement and delicacy of the crystal. This strong opposition creates a curious echoing harmony, a counterbalance that testifies to the gestural refinement that a robot arm can bring in a precise and extraordinary ballet.
LOUIS XIII is a visionary brand, both stowed in its time while projecting itself into the future. Its cognac develops during a very long maturation process and spreads through the centuries.
This vision of innovation, projected in time, results in the theatricalization & choreography of industrial robotic arms, personalized & programmed to embody the brand DNA.
The installation allows you to approach the impressive perfection of machine tools, to project yourself into a memorable spectacular imagination, to observe a hypnotic dance in a duet; like two people celebrating the passion for cognac: a toast for the coming century.
EMOTION CREATES MEMORY.
The project's mission was to anchor emotional memory by respecting the brand's vision while supporting this prestigious brand to embody their sound identity as a memorable signature.
This installation crystallizes connivance through the surprise of an unexpected choreography, and projects an inspiring future to iconize the brand with the fleur de lys.
The multidisciplinary studio Arnaud Lapierre is constantly on the lookout for meaningful intervention that generate a new way of perceiving our society, motivated by innovative solutions, we help the transformation of a brand image into a brand identity.
From mid-2020, the unique TOAST MASTER robot arm installation will be on display in LOUIS XIII stores first in Singapore, Beijing and Xi’an, and then travel the world.
VIDEO:
The device was featured in the
One Note Prelude video composed by Yaron Herman for Louis XIII.
Extract Video courtesy of LOUIS XIII, One Note Prelude by Yaron Herman, 2020.
Credits: One Note
Creative Agency: FF Los Angeles
Chief Creative Officers: Fred & Farid
Production Company: NoSide
Director: Arnaud Gransagne
Producers: Remi Sello and Morgan Prêleur
Editor: Bissan Kim
Composer/pianist: Yaron Herman
Robot Styling & Installation concept & Artistic Direction : Arnaud Lapierre Design(s) Studio
