Piper-Heidsieck, Reims, France, announces the launch of its Twist the Script campaign, a tribute to the brand’s creativity and history, it says. Featuring vibrant artwork by renowned British artist and photographer Miles Aldridge, this global campaign celebrates Piper-Heidsieck’s long-standing tradition of redefining conventions and its audacious spirit.
At the heart of Twist the Script are four key moments from Piper-Heidsieck’s past, interpreted through Aldridge’s cinematic style. These moments reflect the Champagne house’s bold journey, which has been pushing boundaries since 1785, the company says. From navigating Prohibition-era restrictions with clever tactics to its celebrated connection with cinema icon Marilyn Monroe, Piper-Heidsieck has always embraced boldness and innovation, it adds.
As a visual extension of the campaign, a striking mural featuring Aldridge’s artwork has been unveiled in the Williamsburg neighborhood of Brooklyn. Created by Colossal Media, the mural captures the daring essence of Piper-Heidsieck and can be viewed at Wythe Avenue and North 10th Street through Oct. 4. Known for his vibrant use of color and a unique blend of fashion and surrealism, Aldridge has collaborated with top-tier fashion magazines and luxury brands, making his artistic vision a fitting match for this campaign.
“The brand’s joyful disobedience gave me the creative freedom to explore its unique history,” Aldridge said in a statement. “Reimagining these iconic moments has been a fantastic way to capture Piper-Heidsieck’s bold and cinematic essence.”
Twist the Script also highlights Piper-Heidsieck’s modern-day achievements, including the appointment of 31-year-old Chef de Caves, Émilien Boutillat, back in 2018, and the brand’s pioneering move to become the first Champagne house to achieve B Corp certification for its sustainability efforts. These milestones reflect Piper-Heidsieck’s ongoing commitment to challenging conventions and pushing the boundaries of winemaking and innovation, the company says.
Émilien Boutillat, Chief Winemaker, added: “Whether in our winemaking philosophy, production methods, brand partnerships, or packaging, we’ve always been committed to doing things differently. This rich history continues to inspire me as I craft the blends for our cuvées and push the boundaries toward an ever-bolder future.”
Looking ahead, the Champagne house continues to invest in cutting-edge technologies, such as robotics for sustainable viticulture, ensuring it remains dedicated to pushing the boundaries of Champagne production, the company says.
