Support the launch of a new product category

For the launch of Louis XIII's first Art de la Table collection, Héroïne conceived the experience as a whole. From the experience strategy to the conceptual design of the display cases and glorifiers, and the sensory narrative orchestrated around the L'Ode à la Matière and L'Ode au Temps collections, every detail became part of the story.

Date

2025

sector

Luxury

customer

Louis XIII

rental

International

Expertise

Design

THE CHALLENGE

Extending the world of Louis XIII beyond cognac.

Reveal a strong creative identity to initiate Louis XIII's transition from a house exclusively dedicated to cognac to a lifestyle dimension, while accompanying the launch of a new product category with coherence and impact...

How do you support the launch of a new product category with an ecosystem of immersive, coherent assets? Louis XIII, an icon of savoir-faire and rarity, is embarking on a strategic evolution by exploring lifestyle territory with its first tableware collection. The challenge was to imagine a global experience, capable of translating the same demand for perfection as that of its cognac, while laying the foundations of a perennial visual and experiential language for this new category.

OUR SOLUTION

Héroïne has imagined a sensory experience in which porcelain becomes a narrative: light passes through the material, settling on it, revealing its texture, precision and slow gesture.

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