FAD MAGAZINE / JAPANESE ARTIST CHIHARU SHIOTA CREATES THE NEW CHÂTEAU MOUTON ROTHSCHILD PREMIER CRU LABEL (by Maïa Morgensztern )
CHIHARU SHIOTA, Etiquette Chateau Mouton Rothschild – Japanese artist Chiharu Shiota
The world-famous French winery Château Mouton Rothschild has tapped Japanese artist Chiharu Shiota to design the label of its next Premier Cru. The work of art was unveiled during a ceremony that took place inside the private “Paintings for the Labels” exhibition display, on the winery’s grounds. It was followed by a gastronomic dinner concocted by Michelin Star chef Yannick Alléno and, yes, the fare was paired with several glasses of Château Mouton Rothschild, including vintages 2001 and 1961.
For Julien de Beaumarchais de Rothschild, co-owner of Château Mouton Rothschild, and responsible for cultural matters at the estate, Chiharu was an obvious choice.
Julien-de-Beaumarchais de Rothschild & Chiharu Shiota ©Atelier Chiharu Shiota
I was fascinated by Chiharu Shiota’s vision, so close to the world of wine, especially in the relationship between humankind and nature, fragile and fertile, generous but unpredictable. And then there is that bright red colour, one of her trademarks, so reminiscent of new wine running out of the vats.
– Julien de Beaumarchais de Rothschild
Chiharu Shiota, who represented Japan at the Venice Biennale in 2015, is known for her intricate installations, which exude a ghostly presence. She carefully weaves keys, rotary phones, world maps, communion dresses and memories of another era into cages made out of threads, trapping both the objects and its spirit. No wonder her design of the wine label for Château Mouton Rothschild feels otherworldly.
Chiharu Shiota ©Sunhi Mang
When I visited Château Mouton Rothschild, I was very inspired by their relationship with nature. They depend on the weather and do not interfere with mother nature. They accept the conditions in which the grapes grow. I think Mouton is holding on to the balance of human and nature.
– Chiharu Shiota
For the vintage 2021, Chiharu Shiota drew a cloud of cell-like grapes, evoking the early stages of life. Her delicate bounty seems fragile, yet determined to give birth to something inexplicably beautiful. On the left side, four threads represent the four seasons.
The work joins the long series of artistic wine labels that came before it. If the house’s first collaboration with an artist dates back to 1924 – a stunning Art Deco work by Jean Carlu – the tradition really took off after World World II in 1945, once the Jewish family regained ownership of their property, which had been confiscated by the French government. To celebrate the end of the war, Philippe Jullian marked the top of the label with a gigantic V for victory, while Philippe de Rothschild signed the lower part.
Years passed, the wine got reclassified as Premier Cru in 1973 and the label attracted the best artists of the era, from Francis Bacon and Keith Haring to Ilya Kabakov, Giuseppe Penone and William Kentridge. Last year, Peter Doig serenaded the grapes by moonlight… paving the way for Chiharu Shiota’s celebration of Dame Nature.
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