NIGO will be leading the creative vision for Penfolds in a multi-year artistic collaboration

Fashion and wine meet with the collaboration of Japanese fashion designer NIGO and the iconic Penfolds wine brand

One of the world’s most iconic wines just got a little more special. For years, collectors have lusted after Penfolds Grange, Australia’s most celebrated wine and quite possibly the most revered luxury brand to come out of the country. The phenomenon of Grange, as it is known to connoisseurs the world over, from Shanghai to San Francisco, is largely due to its sheer quality – many consider it the world’s best wine made from Shiraz (otherwise known as Syrah) grapes, but also due to its originality.

This collaboration sees the influence of NIGO’s company, Human Made, which was founded in Tokyo and draws upon
graphic design, subculture and streetwear

Unlike every other iconic world wine, whether from Bordeaux, Burgundy, Napa or elsewhere, Grange is not made from a single vineyard, or even from the same designated vineyards in a small, geographically distinct area, every year. Rather, it is made from grapes from Penfolds own vineyards and grower partners’ vineyards across Australia, selected by the Penfolds winemaking team for their Grange-like character. It is an icon that is also an iconoclast.

Read more: Inside Penfolds, the global luxury wine brand

NIGO, visiting Penfolds’ Magill Barrel Room, ahead of his collaboration, ‘Grange by NIGO’

So, how suitable that Penfolds Grange has partnered with the wildly original – some might say iconoclastic – Japanese designer and cultural hero NIGO, who is also Artistic Director of the Kenzo fashion brand and founder of Human Made. Appointed as the wine brand’s first ever Creative Partner in 2023, NIGO is working on a series of collaborations with the brand, none more exciting and iconoclastic than the recently released Grange by NIGO, which has seen NIGO design a limited edition gift box for the 2019 vintage. With each gift box individually numbered and including a bandana and bottle neck tag also designed by NIGO in his signature style, it’s a bold step for a fine wine brand, as Penfolds Chief Marketing Officer, Kristy Keyte, explains:

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“This is a different direction for us, and the first time we have changed the distinctive gift box of our flagship Grange. Collaborating with NIGO has been inspired by Penfolds history of pushing boundaries in winemaking, and now we expand this to exploration of new creative ideas. As a collector, NIGO understands the reputation of Grange and its legacy. He was able to create a limited-edition approach that is both playful and fresh while remaining respectful to the history of the wine. We have never done this before, and the result is brave and refreshing.”

‘Penfolds has always been one of my favourites’, says avid wine collector, NIGO

NIGO, a fine wine collector himself, commented : “I have been a collector of Grange for many years, but it wasn’t until I visit Penfolds Magill Estate that I truly understood the craftmanship and history behind the historic wine. It was an honour to be the first person to collaborate on a design for Grange, especially as the brand celebrates its 180th anniversary.”

According to Drinks International’s 2024 list of The World’s Most Admired Wine Brands, Penfolds is one of the top three wine brands globally

There are only 1500 standard-sized 750ml bottles and 150 magnums available globally and they are selling fast in this, Penfolds 180th anniversary year, following their initial release in Australia and Asia recently, and they are likely to become highly collectible. We suggest buying as many as you can: its a wine whose box (and nifty bandana) is as striking and delicious as the liquid inside.

Penfolds Grange by NIGO is available globally. Future projects between Penfolds and NIGO will be announced later this year, 2024.

penfolds.com

Picasso, Miro, Dali, Richter, Braque: supreme Bordeaux Chateau Mouton-Rothschild has had them all, and many more, create its wine label over the decades. Candice Tucker speaks to Julien de Beaumarchais, from the owning family of the esteemed first growth, about the latest label artist, Chiharu Shiota, whose work adorns the excellent 2021 vintage

LUX: How has your relationship with art changed through the process of commissioning these label artworks?

Julien de Beaumarchais: Before the passing of my mother, Baroness Philippine de Rothschild, in 2014, I spent more than 15 years working in the market for Old Master paintings and drawings, the creators of which had been dead for a very long time. So it was a radical change for me when, after 2014, I became responsible for the artists who would illustrate the label for our next vintage. I found myself in contact with famous people with strong personalities who were very much alive, accompanying them throughout their creative adventure for Mouton. From Miquel Barceló to Shiharu Chiota, it has been quite a voyage of discovery into all the diversity and complexity of the leading names of contemporary art.

Château Mouton Rothschild Winery. Photo by Alain Benoit

LUX: Can you illuminate the relationship of the family with this particular artist Chiharu Shiota? How do you choose your artists?

JB: The choice of the artist is a family affair, made in consultation with the other two owners of Château Mouton Rothschild, my sister Camille Sereys de Rothschild and my brother Philippe Sereys de Rothschild. The artists are chosen first and foremost because we like their work and that they are world renowned. My mother, the late Baroness Philippine de Rothschild (1933- 2014) used to give the following answer to this question, which still holds true today: “I have no particular method or five-year plan: my choice is based on my enthusiasm for an artist’s work. I always establish a personal relationship with them, which often turns into friendship, because I deeply love the art of the painter I ask, and for me each work is an expression of the artist’s love for Mouton and its magic.”

A long time ago my mother told me she had been fascinated by one of Chiharu Shiota’s works, shown alongside those of other young artists, at the Galerie Daniel Templon in Paris. For her, on that day, Chiharu Shiota really stood out, and the future has proved her right. The artist’s fame has grown with the passing years, as has the number of exhibitions of her works around the world, and I in turn have been fascinated by her striking, captivating installations. Chance played an important part too: in 2019, on the occasion of a visit to Château Mouton Rothschild, the director of the Mori Art Center in Tokyo offered me a copy of the magnificent catalogue of the great Chiharu Shiota retrospective at the Mori. Leafing through it, I said to myself “One day I will ask Chiharu Shiota to create an artwork for Mouton”.

Read more: Prince Robert de Luxembourg on Art & Fine Wine

LUX: Which artists do you wish you had secured in the past, who are now either unavailable or dead?

JB: That’s a very hard question to answer: there are so many wonderful artists we would have liked to work with, but there is only one a year. Those missing from the list who died before we were able to ask them include Louise Bourgeois, Cy Twombly, Vieira da Silva and, more recently, Sam Szafran in 2019… But the most important thing is to focus on the artists to come.

LUX: How do you feel the context of the artwork by Chiharu Shiota is influenced by the wine and the vineyard?

JB: When I discovered Chiharu Shiota’s artwork for Château Mouton Rothschild, I was fascinated by her vision, so close to the world of wine, especially in the relationship between humankind and nature. Indeed, the human figure is a fragile silhouette facing nature, gorgeous and generous but seemingly dominant, in the same way that the vinegrower is exposed to the unpredictable power of the vine. Yet the four threads that link them, symbolising the four seasons, show that the grower is also capable of channelling it and guiding it towards the ideal of a great wine. I really love this bright red colour, one of her trademarks, so reminiscent of a fabulous cluster of grapes or of new wine running out of the vats…

Plus, Chiharu Shiota said of his visit to Château Mouton Rothschild: “When I visited Château Mouton Rothschild, I was very inspired by their relationship with nature. They depend on the weather and do not interfere with mother nature. They accept the conditions in which the grapes grow. I think Mouton is holding on to the balance of human and nature.”

Château Mouton Rothschild 2021 Vintage label by Chiharu Shiota

LUX: Can you further speak to the wider context of art in untraditional spaces, which these commissions exemplify?

JB: It is true that nowadays artistic creation is to be found on a wide variety of media, and sometimes in highly unexpected places. But art on wine labels is not exactly untraditional, at least not for us, and we seem to have set an example for others. However, Mouton occupies a unique position for two reasons: it was the first château to feature labels illustrated with an original artwork (Jean Carlu in 1924), and after that to have asked the greatest names in contemporary art to create an artwork for the label.

LUX: Do you think people buy the wines because of the labels?

JB: Yes and no. Château Mouton Rothschild’s success is due above all to the quality of the wine. But art lovers or admirers of a particular artist who has created an artwork for a label may acquire a certain bottle for that reason, or else a wine collector may want to buy a specific vintage to complete their collection of Mouton Rothschild with illustrated labels.

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LUX: Would you be able to share about the vineyard’s involvement in the artists process and their work for this commission?

JB: It is very important for us that the artist should come and spend some time at Château Mouton Rothschild, to get a feel for the place, a better understanding of our history, our terroir and the way we make our wine. The visit is often a source of inspiration.

Artists are not given any particular instructions when they create a label for Château Mouton Rothschild: they have entire creative freedom. That being said, many artists have chosen to base their illustration, each in their own way, on subjects related to Mouton, such as the ram and the vine.

There is a long and impressive line of artists who have contributed to these labels, with public access to the original works.

Château Mouton Rothschild estate. Photo by Alain Benoit

LUX: Can you tell us more about how you may hope to amplify this exhibition?

JB: The exhibition amplifies itself, since a new work is added to the collection each year! But more than amplify, what I would like most is to diversify, in terms of both creative techniques and the geographical origin of our future artists.

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