As part of the “Carte Blanche” program, the oldest established Champagne house Ruinart welcomes an international contemporary artist in the city of Reims every year, giving them a free hand in expressing their vision of the Maison. This year, it was British artist David Shrigley‘s turn to visually translate the House of Champagne’s legacy into artworks.
Their collaboration — which started in 2020 — materialized in a collection that “shines a new light upon the vineyards, the heritage, and the savoir-faire of the Maison.” Strongly believing that trustful art has the power to connect us all, the official champagne at Frieze London art fair complemented the event that took place last week with an unconventional experience that lies at the intersection of the virtual and real worlds, thus making art accessible to anyone.
Developed with the help of production studio makemepulse, “The Unconventional Gallery” will be presented at the major art fairs Ruinart participates to, immersing visitors into a one-of-a-kind adventure in which a pink worm leads their way from one artwork to another, guiding them through the artist’s drawings, neons, and sculptures.
Supported by a dedicated website, the collection uses humor to educate visitors about Ruinart’s wine-making process and spark conversations about the environmental challenges that the brand faces on a daily basis. The Unconventional Gallery is outlined in a light color palette, with long white walls and a ceiling with windows letting natural light in, illuminating the works of art in a way that makes visitors feel as if the experience is real. Once the audience clicks on one of the pieces, an info card pops up, offering them more details about the artwork they admire.
Speaking about the virtual gallery, Shrigley said: “I don’t think there are rules for making art. There are only opportunities. Digital experiences are another opportunity to do something different, see things differently and, I hope, learn something new. I like that this pink worm guides the visitor: Worms are important. They help create the soil that is vital for all life. We take the soil for granted and we take worms for granted but we should remember how vital they are.”
David Shrigley pays tribute to the Ruinart’s universe through 36 drawings, 2 ceramics, 3 neons, and 1 doorway, bringing them together under the “Unconventional Bubbles” theme. The virtual gallery concludes with a video showcasing the artist at Maison Ruinart in France.
Credits:
Client: Ruinart
Interactive Production Studio: makemepulse