Wonderland.

LOUIS XIII × BELIEVE IN TIME 

The French cognac house unveil their latest campaign which reflects on the possibilities which time can bring us.

solange
solange

Feeding the lovers of cognac, music, film and Mother Earth herself, LOUIS XIII unveils its new cinematic campaign: Believe In Time. As an ode to the houses long-term relationship with Time, LOUIS XIII looks to the creative minds of Grammy-winning artist Solange Knowles and couture designer Guo Pei, who band together to create a feature which stands for the convergence of individuals, of artistic vision and of cultures.

Directed by Mati Diop, the film serves as a touching reminder of a humans place within the universe. Beginning with the utter miracle that created the Big Bang, Believe In Time shows us that great things can happen over infinite amounts of time — not only promoting patience, but also appreciating the sheer immensity and power of the human mind.

Leading the film as well as composing an original piece of music for the project, Solange Knowles explains, “Time and space are really at the foundation of my expressions. I’m a strong believer that the space and time surrounding our work is just as important as the work itself, and world making has been a part of my practice for quite some time now. These ideas align with what is being expressed with LOUIS XIII’s creation, Believe in Time. The question of time is always in my container of consciousness while creating. In most of my own work, whether it be music, film, or sculpture, I try to give thought on how future generations will discover it; and so, to be aligned on these ideas gave me great interest in the type of projects LOUIS XIII has been creating. I’ve been a huge fan of Mati Diop’s “Atlantics”, and Guo Pei’s incredible craftsmanship and jumped at the conversations to collaborate with them. Being able to bring all of these facets together by composing an original musical score really brought this project to life.”

Using Mother Earth as the main motif throughout the project, Guo Pei creates a piece of art worn by Solange that embodies what time can achieve over centuries. In keeping with this message, the garment itself took over two years to construct due to the care it took to source the most precious fabrics, rocks and metals.

With this project, LOUIS XIII cognac reinstate their commitments to craftsmanship, quality, beauty and human-made creations. Since 1874, each generation of Cellar Master selects the most precious eaux‐de‐vie from their cellars for LOUIS XIII. Carrying on the houses legacy, Cellar Master Baptiste Loiseau sets aside their finest eaux‐de‐vie, paying tribute to his successors for the coming century. Bound by their passion for quality, LOUIS XIII believes in the exercise of time over instant gratification. The liquor itself is an exquisite blend sourced from Grande Champagne, housed in a decanter that has been mouth-blown by some of the most skilled master craftsmen for generations. Infused with mouth-watering aromas of honey, dried roses, plum, tobacco and honeysuckle, LOUIS XIII is a true reflection of mother earth: naturally evolving to cater to every taste, person and passion.

Prompting us to reflect on the possibility that time holds, LOUIS XIII’s Believe In Time could not have come at a better point for us to reflect, appreciate, experience and grow. With the film available to stream from today, you can learn more about the project at louisxiii-cognac.com.

LOUIS XIII × BELIEVE IN TIME 

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