Matteo Ragni | Project Leader
Maria José Fabregat | Project Assistant

A tribute to Madame Barbe Clicquot Ponsardin
Barbe Clicquot Ponsardin becomes a widow when she was 27 years old.
Having a daughter in charge, she decided to assume the presidency of a wine company when her husband died.
The rest is history: early the madame becomes La Grande Dame of The Champagne. She invented new ways to magnify champagne. She bought new lands and magnificent vineyards; send ambassadors to every country in Europe; creates advertising launches –after a comet pass through over Russia, she launches there the Comet Harvest.
All those events took place during the XIX century.

La Grande Dame
Nowadays the figure of the great dame du champagne is present on the labels in one of the most sold brands in the world.
Is no doubt about it. Veuve Clicquot is a woman.
Not a simple woman. A woman that has changed the rules of her time in order to build her own reality looked like herself.
At the end what really matters is to see with Madame Clicquot’s eyes; to deserve new realities. We like to think that the epicenter of this workshop is feminine.

The new, the unexpected, is hidden on the daily habits
Reason why, we want a workshop which let us work about: normal gestures, consolidated behavioral models, cliché. With the goal to go beyond. The objective is to reflect, e.g. about the things we don’t see.

PROJECT SCENARIOS

+ Women together
Women hang out with her friends to chat & gossip. But… what is that chat? What is used for? This is an ancient ceremony that means comparison. Is the silent comprehension hidden behind of a joke, behind of each laugh. It’s a ritual that finds the meaning on the primal necessity of being together, of being among women.
Long time ago it was celebrated the sabba… Maybe today they taste a flute of Veuve.

+ Lonely men
Is it a sad thing to drink alone? Someone says yes. But… sometimes, men needs silence, needs to retire himself. The hero needs to be alone. The champagne is a magnificent beverage, a refined thing: for meditation.

+ Breakfast on the grass
The contact with nature: a leit-motif of the technologic man.
The first step is put a tablecloth on the grass. To eat together under the sky, taste champagne open air.

What Veuve Clicquot says that we’re interested in?
We’re interested only in some essential little things:
sustainability
ecology
economy (100 euro equal or less)
behaviors not gadgets
focus on the brand values
The champagne is a way of be, not status

What we want?
Be serious and have fun.
Create ‘the new’ in the origins, on the basics.
Don’t drink too much.

-