29th March, 2017 by Nicola Carruthers
Belvedere Vodka has partnered with renowned florist Thierry Boutemy to create an “immersive” nature experience for Milan Design Week in April.
Boutemy designed the set of Sofia Coppola’s 2006 film Marie Antoinette
Boutemy will create a Belvedere Garden installation made only from the raw materials in Belvedere Vodka and its spring/summer Spritz cocktail collection – Polish Dankowskie rye, fresh herbs, citrus and cucumber.
The experience is “a celebration of the brand’s commitment to natural ingredients and simple cocktails”, such as the Belvedere Spritz.
“With my flowers, I try to tell authentic stories and make beautiful poetry,” Boutemy said of his designs. “I always go back to the raw naturalness of things, and evoke emotions in my work that are rooted in minimalism.
“Often you only need a few ingredients to create poetry, much like Belvedere Vodka, it’s a pure spirit that doesn’t need additives to taste better or have character – it is exceptional in its simplicity.”
“We were immediately drawn to Thierry’s outstanding floral artistry and his profound respect for nature,” said Charles Gibb, president of Belvedere Vodka. “He shares our philosophy of simplicity elegance and style, so the partnership was truly a perfect synergy.”
After designing the set of Sofia Coppola’s film Marie Antoinette in 2006, Boutemy collaborated with the likes of Lady Gaga, Viktor & Rolf, Lanvin and Kanye West and Kim Kardashian’s famous wedding at the Belvedere Fort in Florence.
Earlier this month, Belvedere Vodka unveiled a new “experiential” campaign that aims to inspire music fans to discover new artists, featuring American singer-songwriter Jhené Aiko.