How to support the launch of a new product category with a brand experience ecosystem

For the launch of its first tableware collection, Louis XIII has entrusted Héroïne with Héroïne creation of a comprehensive brand experience. From the experiential strategy to the design of the display windows and product displays, including a sensory narrative centered on the L’Ode à la Matière and L’Ode au Temps collections, every detail becomes part of the story and reveals a new realm of expression for the brand.

Date

2025

sector

Luxury

customer

Louis XIII

rental

International

Expertise

Design

THE CHALLENGE

Expanding the Louis XIII universe beyond cognac

To establish a strong creative identity that reflects Louis XIII’s evolution from a house with a long history of producing cognac to a lifestyle brand. The goal is to support the launch of a new product category while maintaining the high standards, rarity, and craftsmanship that define the House.

How can we support the launch of a new product category with an ecosystem of immersive and cohesive experiences? Louis XIII, an icon of craftsmanship and rarity, is exploring new creative territory through its first tableware collection. The challenge is to create a comprehensive brand experience that conveys the same commitment to perfection as the cognac itself, while laying the groundwork for a lasting visual and experiential language for this new category.

OUR SOLUTION

Héroïne created a sensory brand experience in which porcelain becomes a story: light passes through the material, settles upon it, and reveals its texture, the precision of its craftsmanship, and the slow, deliberate nature of the process.

FIREWORKS 2025

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the concept

Fireworks

When stone and light tell the story of the birth of form.

The scenography is inspired by the limestone of Grande Champagne, the birthplace of Louis XIII cognac. The showcases, designed as mineral disks with granular fragments, celebrate the nobility of the raw material; the circular, luminous glorifiers isolate each plate as a unique piece. The omnipresent light sculpts the surfaces, revealing the finesse of the porcelain and underlining the virtuosity of the gesture. The result is a poetic, uncluttered setting in which design becomes language and material becomes emotion.

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Our belief