100 Years, Pharrell Williams’ new song in association with LOUIS XIII will be out in 2117 – that’s a solid 100 years away. But, there’s a catch. We (or rather our children) will only be able to hear it #Ifwecare. Last week, on November 13th 2017, LOUIS XIII Cognac premiered the musical composition that expresses the relationship between nature, humans and time. It was released at a private listening party in Shanghai for a selected 100 guests, where they played the song one time only, and then it was locked away. This strong message of climate change and the environment couldn’t have better ambassadors because LOUIS XIII believes that Mother Nature is at the very centre of what they do and concern for the environment should be everyone’s top priority, as does Williams.
Pharrell’s exclusive track was recorded onto a record made of clay from the chalky soil of the Cognac
region, and stored in the cellars of LOUIS XIII in a state-of-the-art safe specially designed by Fichet-Bauche
that is only destructible when submerged in water. This means that if sea levels continue to rise as per environmental scientists projections, the original record will be destroyed and no one will hear it.
Considering each decanter of LOUIS XIII represents the life achievement of generations of cellar masters, they always think a century ahead. And hence, this idea was born. In 2015, they even partnered with renowned actor John Malkovich to create 100 Years: The Movie You Will Never See, a thought-provoking piece of cinema, set to launch in 2115 that explores the relationship of past, present, and future.
What an amazingly tangible way to send a message that if we don’t collectively change our ways and care more about our planet, we aren’t going to be here for long.