Can music stimulate your taste buds? Krug thinks so. It’s been part of the champagne house’s heritage since the early days: Paul I, son of founder Joseph Krug, was the first man in Reims to have a designated music room in his home - and today the brand is experimenting with 3D music to enhance the tasting experience of the 167th edition of Krug’s signature Grande Cuvée. Specifically, it commissioned Belgian 3D music artist Ozark Henry to create an installation to mirror the process behind Krug Grand Cuvée 167éme Édition.
Krug Encounters 2019: Neneh Cherry curates all female line up for London event
Champagne lovers will be able to experience Ozark Henry’s cube installation during Krug Encounters, a series of 11 events taking place in different cities across the world, from Tokyo to Los Angeles. Guests will be whisked off to a mysterious location - from the Moroccan desert to a recording studio in Paris - for a decadent celebration involving music, culinary delights and of course, a lot of champagne. A different curator is enlisted for each event: in past editions, these have included superstar Argentinian chef Francis Mallmann and ex-Clash guitarist Mick Jones.
Next up is Rhythm & Ride on 18th September: guests will be led to the English countryside, where they are promised “an enchanting forest" and “a rollercoaster of magical moments”. The rest is set to be a surprise, and will be unveiled to them on the day. Swedish singer-songwriter Neneh Cherry has been entrusted with the music lineup, while Daniel Alt, head chef of London’s The Barbary, will be in charge of food. Vintages will be flowing and will include Krug Grande Cuvée 167ème Édition and Krug Rosé 23ème Édition.
Tickets are currently available from clos19.com.