Dom Pérignon x Murakami
It’s a campaign that not only markets a product, but also burnishes the brand’s cultural halo - exactly what a luxury marketing effort should do. One standout feature of Dom Pérignon’s 2025 initiative is how it extends beyond static content into a physical, immersive brand experience. The London exhibition on 16 May 2025 acts as the experiential centerpiece of the “Creation” campaign and shows the power of experiential marketing for luxury brands.
This groundbreaking partnership blurred the lines between luxury fashion and contemporary art turning handbags into collectible art pieces and cementing Murakami’s role as a pioneer in merging high culture with consumer goods. We’ve got actors Tilda Swinton and Zoë Kravitz, musicians Iggy Pop and Anderson .Paak, as well as artist Takashi Murakami, three-Michelin-starred Core chef Clare Smyth and the Swedish ballet dancer, Alexander Ekman. In the stylish portraits accompanying the campaign, photographed by Collier Schorr, they’re all posing with bottles of the 2015 vintage released last year. This Dom Perignon Murakami latest project joins a storied history of Dom Pérignon collaborations with cultural icons such as Andy Warhol, Karl Lagerfeld, Jeff Koons, and Jean-Michel Basquiat. It is part of the brand’s ongoing campaign, Creation is an Eternal Journey, which celebrates global voices across art, fashion, music, and cuisine.
Murakami approaches nature as an imaginative construct rather than a literal depiction. His worlds are populated by anthropomorphic flowers, whimsical creatures, and dreamlike hybrids—symbols of joy and anxiety, innocence and complexity. Just as the Japanese principle of “mono no aware” celebrates impermanence, Murakami’s visual narratives reveal the beauty in change, echoing the ephemeral journey of champagne itself—from vine to bottle to celebration.
These vintages aren’t released in a vacuum; they’re part of the story being told. Marketers can take a page from this by ensuring that product innovation is integrated with campaign storytelling. For instance, Dom Pérignon’s theme of time and creative evolution resonates when you consider a Plénitude 2 champagne - here is a wine that literally has taken an “eternal journey” through time in the cellar to reach a new peak of expression. The campaign’s creative narrative gives consumers a richer context in which to appreciate these wines. It’s not just “here’s our new Champagne, please buy it,” but rather “here’s the next chapter of our saga - and you can taste it.” That’s a powerful shift from selling a product to offering an experience/participation in the brand’s legend.
Because the wine is the same, it retains the acclaimed “bright and poised” energy and lingering saline notes that reviewers have praised in the non-edition release of 2015. It’s a Dom Pérignon that emphasizes freshness and vivacity more than anything else. Together, these two bottles celebrate both craftsmanship and creativity — perfect for collectors, gifting, or elevating any special occasion. Celebrate sophistication and creativity with this exclusive Dom Pérignon 2015 Champagne bundle, combining two exquisite expressions of the same legendary vintage.
These cheerful, vibrant blooms, an iconic part of his "Superflat" aesthetic, dance across the label and the exclusive gift box, transforming the dark, elegant bottle into a jubilant, collectible work of art. Then, on top of that, Dom Pérignon will host a number of launches and events to give the public a better idea of the brand’s new chapter. First up there’s the artistic showcase in London on 16 May, which will delve into the past, present and future of the house via the aforementioned films, portraits and artworks. Then, in 2026, there will be a performance from one of the ambassadors that aims to bring the creative vision into life. This partnership is more than a meeting of minds; it is a complete sensory experience that redefines what luxury can look and feel like.
In luxury marketing, where consumers are paying as much for intangibles (story, image, assurance of quality) as for the product itself, demonstrating E-E-A-T can significantly bolster a brand’s appeal and consumer loyalty. Both Dom Pérignon x Takashi Murakami limited edition bottles are on sale now worldwide. Numbers of each have not been disclosed, but Murakami’s global clout indicates they will be hot property. The campaign also paves the way for future activations, including a set of limited-edition design pieces due in October 2025, and a live performance in 2026 by one of the current collaborators. The LVMH owned champagne house launches a multi-disciplinary project featuring Zoë Kravitz, Tilda Swinton, Iggy Pop and others, as it releases four new vintages. A close look into their artistry, which was captured through black-and-white portraits by lauded photographer Collier Schorr.
Floral motifs bloom across the bottles and coffrets, rendered in vivid hues that oscillate between the natural and the fantastical. The designs capture the explosive force of life—fluid, evolving, and unapologetically expressive. A crucial layer of the “Creation” campaign that shouldn’t be overlooked is the release of four limited vintages in tandem with the marketing push. This move speaks directly to luxury marketing tactics - particularly the balance of exclusivity, innovation, and product storytelling. While celebrities and art draw eyes to the brand, it’s the product that ultimately needs to deliver on the promise, and Dom Pérignon smartly gave its audience something new (and scarce) to covet. On 15th May, the open concrete spaces of the Tate Modern were filled with the spinning vinyl sounds of DJ Pee .Wee (Anderson .Paak) and a star-studded guest list from all corners of creativity to unveil the latest creative chapter of Dom Pérignon.
By forging creative partnerships and thinking of campaigns as multidimensional platforms (visual, experiential, digital, product, etc.), alcohol brands can create that coveted halo effect that drives long-term brand loyalty and word-of-mouth. Looking back, Dom Pérignon’s history is studded with famous artistic partnerships and endorsements. The brand became synonymous with creative glamour, a champagne favored by artists and Hollywood stars. In the 1970s, Dom Pérignon itself became a muse for photographers like Robert Mapplethorpe, who shot the bottle as an art object (his 1974 Polaroid “Cuvée Dom Pérignon” turned the bottle into a celebrity in its own right).
This groundbreaking partnership blurred the lines between luxury fashion and contemporary art turning handbags into collectible art pieces and cementing Murakami’s role as a pioneer in merging high culture with consumer goods. We’ve got actors Tilda Swinton and Zoë Kravitz, musicians Iggy Pop and Anderson .Paak, as well as artist Takashi Murakami, three-Michelin-starred Core chef Clare Smyth and the Swedish ballet dancer, Alexander Ekman. In the stylish portraits accompanying the campaign, photographed by Collier Schorr, they’re all posing with bottles of the 2015 vintage released last year. This Dom Perignon Murakami latest project joins a storied history of Dom Pérignon collaborations with cultural icons such as Andy Warhol, Karl Lagerfeld, Jeff Koons, and Jean-Michel Basquiat. It is part of the brand’s ongoing campaign, Creation is an Eternal Journey, which celebrates global voices across art, fashion, music, and cuisine.
Murakami approaches nature as an imaginative construct rather than a literal depiction. His worlds are populated by anthropomorphic flowers, whimsical creatures, and dreamlike hybrids—symbols of joy and anxiety, innocence and complexity. Just as the Japanese principle of “mono no aware” celebrates impermanence, Murakami’s visual narratives reveal the beauty in change, echoing the ephemeral journey of champagne itself—from vine to bottle to celebration.
These vintages aren’t released in a vacuum; they’re part of the story being told. Marketers can take a page from this by ensuring that product innovation is integrated with campaign storytelling. For instance, Dom Pérignon’s theme of time and creative evolution resonates when you consider a Plénitude 2 champagne - here is a wine that literally has taken an “eternal journey” through time in the cellar to reach a new peak of expression. The campaign’s creative narrative gives consumers a richer context in which to appreciate these wines. It’s not just “here’s our new Champagne, please buy it,” but rather “here’s the next chapter of our saga - and you can taste it.” That’s a powerful shift from selling a product to offering an experience/participation in the brand’s legend.
Because the wine is the same, it retains the acclaimed “bright and poised” energy and lingering saline notes that reviewers have praised in the non-edition release of 2015. It’s a Dom Pérignon that emphasizes freshness and vivacity more than anything else. Together, these two bottles celebrate both craftsmanship and creativity — perfect for collectors, gifting, or elevating any special occasion. Celebrate sophistication and creativity with this exclusive Dom Pérignon 2015 Champagne bundle, combining two exquisite expressions of the same legendary vintage.
These cheerful, vibrant blooms, an iconic part of his "Superflat" aesthetic, dance across the label and the exclusive gift box, transforming the dark, elegant bottle into a jubilant, collectible work of art. Then, on top of that, Dom Pérignon will host a number of launches and events to give the public a better idea of the brand’s new chapter. First up there’s the artistic showcase in London on 16 May, which will delve into the past, present and future of the house via the aforementioned films, portraits and artworks. Then, in 2026, there will be a performance from one of the ambassadors that aims to bring the creative vision into life. This partnership is more than a meeting of minds; it is a complete sensory experience that redefines what luxury can look and feel like.
In luxury marketing, where consumers are paying as much for intangibles (story, image, assurance of quality) as for the product itself, demonstrating E-E-A-T can significantly bolster a brand’s appeal and consumer loyalty. Both Dom Pérignon x Takashi Murakami limited edition bottles are on sale now worldwide. Numbers of each have not been disclosed, but Murakami’s global clout indicates they will be hot property. The campaign also paves the way for future activations, including a set of limited-edition design pieces due in October 2025, and a live performance in 2026 by one of the current collaborators. The LVMH owned champagne house launches a multi-disciplinary project featuring Zoë Kravitz, Tilda Swinton, Iggy Pop and others, as it releases four new vintages. A close look into their artistry, which was captured through black-and-white portraits by lauded photographer Collier Schorr.
Floral motifs bloom across the bottles and coffrets, rendered in vivid hues that oscillate between the natural and the fantastical. The designs capture the explosive force of life—fluid, evolving, and unapologetically expressive. A crucial layer of the “Creation” campaign that shouldn’t be overlooked is the release of four limited vintages in tandem with the marketing push. This move speaks directly to luxury marketing tactics - particularly the balance of exclusivity, innovation, and product storytelling. While celebrities and art draw eyes to the brand, it’s the product that ultimately needs to deliver on the promise, and Dom Pérignon smartly gave its audience something new (and scarce) to covet. On 15th May, the open concrete spaces of the Tate Modern were filled with the spinning vinyl sounds of DJ Pee .Wee (Anderson .Paak) and a star-studded guest list from all corners of creativity to unveil the latest creative chapter of Dom Pérignon.
By forging creative partnerships and thinking of campaigns as multidimensional platforms (visual, experiential, digital, product, etc.), alcohol brands can create that coveted halo effect that drives long-term brand loyalty and word-of-mouth. Looking back, Dom Pérignon’s history is studded with famous artistic partnerships and endorsements. The brand became synonymous with creative glamour, a champagne favored by artists and Hollywood stars. In the 1970s, Dom Pérignon itself became a muse for photographers like Robert Mapplethorpe, who shot the bottle as an art object (his 1974 Polaroid “Cuvée Dom Pérignon” turned the bottle into a celebrity in its own right).
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