Good vibes for AOP Languedoc wines

he new identity for AOP Languedoc wines, presented last summer, now aims to dial up the vibes to emphasise their lively spirit. To enhance the experience, the regional appellation is building on this sensory interplay by hosting an immersive experience in Paris on June 10. “AOP Languedoc is inviting spectators to experience a ‘daydream’ where the terroir is encapsulated and enhanced by the artist Roman Hill, then morphs into a visual symphony in its image – vibrant”, sums up a press release.

From a practical perspective, the artistic collaboration will take place at the Atelier des Lumières, a digital art centre in the 11th arrondissement in Paris. The artistic performance will be “reserved for a mainly trade audience, which will be able to taste a selection of red, white and rosé AOP Languedoc wines in this setting”, adds the press release. Although there are no details about the content of the performance, it is understood that the French-American artist will deliver an immersive performance related to “hypnotic spaces created by images filmed through a microscope then screened over very large areas”, as per Hill’s world.

Dubbed ‘Languedoc: art of vibration’, the artist’s performance focuses on AOP Languedoc’s new ‘vibe’ identity. It will subsequently be played in New York, London, Amsterdam, Bordeaux and Seoul. “The idea of vibration seemed self-evident. Languedoc is a wine region that is quivering with life. These are winegrowers who have lots of impetus, and the wines are constantly in motion. There’s also a rumour going around that Languedoc is the new French wine scene”, stresses Jean-Benoît Cavalier, chairman of the Languedoc appellation producer’s organisation.