The first stage of our assignement was to elaborate with the advertising team a brand platform, which defines the Piper-Heidsieck brand territory around the concept of 'Extravaganza'. Then as design manager and global art director we elaborate a series of actions to feed this concept and activate it through experiancial events : new champagne bucket, new VIP room, new headquarter, new Christmas gift. The creative collaboration we elaborated with Christian Louboutin has been the ultimate step of this creative strategy.

Christian Louboutin appeared as the outstanding designer to dedicate an universe to the 18th Century tradition of champagne-drinking through a woman stiletto. It was all the more the right choice since they both share common values, in their color trademark (red) and in their luxurious and audacious values. Through these common points of shared values, we tried to bound all this together in a new surprising experience.

The 3000-pieces limited edition reached the market on October 2009 and has been sold out very quickly, showing again the customers' awareness in these kind of exclusive items.