Pernod Absinthe and Kitsuné Collaboration Heads to Miami for Art Basel Bash
After a whirlwind global tour to celebrate their creative collaboration, Pernod Absinthe and Kitsuné are taking over South Beach-the last stop of their remarkable journey and perhaps the most exciting yet. In celebration of Art Basel, the much-anticipated art show that takes the city by storm, Pernod Absinthe and Kitsuné will unveil a pop-up event at Alchemist, one of Miami's premier retail destinations. The event, which will take place in the boutique's breathtaking carpark space, will overlook downtown Miami as guests live Kitsuné musical performances and the Kitsuné pop-up boutique, which will feature limited-edition items from their recently unveiled Tenth Anniversary Collection. And of course, there will be Pernod Absinthe cocktails for the occasion!
Absinthe, often referred to as the "Green Fairy", has been influencing artists since its inception in the market at the beginning of the 19th century. Gildas Loaec and Masaya Kuroki, co-founders of fashion and record label Kitsuné dreamt years ago about the idea to design a capsule collection inspired by the imaginary world of Absinthe. When Pernod Absinthe, creator of the first-ever commercially sold Absinthe in 1805 approached Kitsuné, their idea turned into reality. The capsule collection will be unveiled in the fall around the various Fashion Weeks, along with the launch of a limited edition bottle in 1805 copies to celebrate the brand's birth date.
"After several inspiring meetings, exchanging about the respective identity of both the Pernord Absinthe and Kitsuné brands, it became crystal clear that we were on the same page, sharing common values of "Savoir-Faire" and transmission of heritage. Beyond the excitement of creating an amazing limited edition bottle, we thought that the ultimate challenge would be for us to create the first-ever high-end capsule fashion collection inspired by a liquor. They loved the idea and gave us "carte blanche". We had fun in the making and broke all the code of classical endorsement deals. What drive us first is passion and good taste. Pernod Absinthe has such a strong history that we were really attracted to create something special that would be inspired from it," says Gildas Loaec.
In March 2012, Kitsuné and Pernod Absinthe embarked on a journey together with the support of </FORWAR:D>, Pernod Absinthe's agency of record which specializes in cultural marketing. "Pernod Absinthe is one of the most authentic and prestigious brands of the Pernod Ricard Group, a French jewel rooted in the imaginary of artists" says Alexandre Sap, co-founder of </FORWAR:D>. "The creative community knows the DNA and heritage of the brand, which was beloved by Verlaine, Rimbaud, Toulouse Lautrec, Van Gogh, Monet and Picasso. This liquor truly is art in a bottle. We are very proud to have the opportunity to work with Kitsuné and Pernod Absinthe on this very unique creative collaboration," adds Mr Sap.
"The partnership with Maison Kitsuné is somehow very natural as we embraced common values of craftsmanship, attention to excellence and details," says Guillaume Petavy-Meynier, Brand Director of Pernod Absinthe. "It is a real pleasure to work with artists such as Gildas and Masaya and the results are even beyond our expectations and surely very inspiring for all. It is a great satisfaction that Pernod continues inspire amazing artists around the world," adds Mr. Petavy-Meynier.
The story of Pernod Absinthe started back in 1805, when the young Henri-Louis Pernod, inspired by a medicinal recipe using an infusion of anise and herbs, founded the first commercial absinthe distillery, "La Maison Pernod Fils", at Pontarlier, in France. In 1850, Pernod's popularity reached its peak. Absinthe was widely appreciated by the artists of the day who liked to drink it during what they called "The Green Hour", a ritual during which poets, artists and sculptors held intellectual discussions on art, literature, science and philosophy on the terraces of Parisian cafés at the end of the 19th century.
Absinthe was banned in 1915, following protests from the wine lobby and a desire to fight alcoholism. Authorized once again at the start of the 20th century, Pernod Absinthe made a comeback, faithful to the traditional recipe that had been kept secret all that time. Long awaited by modern artists after a 100 year absence, Maison Pernod is drawing on its expertise and is relaunching the famous Absinthe that was recognized for its exceptional quality for over 200 years.
'Kitsuné is a French electronic music record label and fashion label founded in 2002 in Paris by Gildas Loaëc, Masaya Kuroki and the London-based design company Åbäke, consisting of Patrick Lacey, Benjamin Reichen, Kajsa Ståhl and Maki Suzuki. Loaëc and Kuroki, who both like fashion and music, had the idea of founding a company involved in both areas during a trip to Japan, where many people like both fashion and music, and are not afraid to combine them. Before co-founding the company Loaëc worked with Daft Punk and also with Thomas Bangalter's record label Roulé.
</FORWAR:D> is a micro network specialized in cultural marketing, brand content, digital and social network activation, PR and events. Founded by Alexandre Sap, Leslie Dubest, and Fabien Moreau, with offices in New York, Paris and Tokyo, client roster includes Cartier, LVMH, Hermès, Estée Lauder, Harry Winston, DKNY, Michael Kors, Tommy Hilfiger, Chanel and Pernod-Ricard Group amongst others.