LOUIS XIII Celebrates “100 Years” In Support Of New York Restoration Project

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LOUIS XIII Cognac Presents "100 Years - The Song You'll Only Hear" #IfWeCare with New York Restoration ProjectPhoto Credit: LOUIS XIII

On Thursday, September 13LOUIS XIII Cognac completed their U.S. tour of their special project, “100 Years” – The Song We’ll Only Hear If We Care, with an exclusive event in New York at 1 Hotel Brooklyn Bridge. 

The song, a unique musical composition created by Pharrell Williams, will not be released until 2117. LOUIS XIII partnered with Pharrell on this innovative project due to a shared dedication to environmental issues. The original song is a creative expression of the delicate relationship between nature and time, and the effect humans have on their environment. Each decanter of LOUIS XIII represents the life achievement of generations of cellar masters, so LOUIS XIII is always thinking a century ahead.

Tim Hardaway Jr.
Tim Hardaway Jr.

Photo Credit: LOUIS XIII

“I love the fact that LOUIS XIII thinks a century ahead,” said Pharrell Williams. “We should all do the same for the planet. We have a common interest in preserving nature for the future. Each bottle is the life achievement of generations of men and women. It’s all about legacy and transmission.” Pharrell has long been passionate about preserving our environment and how important human action is to addressing climate change.

In November 2017, 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 designed by Fichet-Bauche that is only destructible when submerged in water. If sea levels continue to rise due to climate change, scientists project that in 100 years, a portion of the world’s land might be underwater.

LOUIS XIII Cognac Presents "100 Years - The Song You'll Only Hear" #IfWeCare with New York Restoration ProjectPhoto Credit: LOUIS XIII

The only way to guarantee this original piece of music will be heard again in 2117, one century from now, is if the population addresses the consequences of global warming – if we do not change our way of living, future generations will never be able to hear this song. “100 Years” by Pharrell Williams will be out in 2117, but only #IfwecareThis initiative was the catalyst for a number of regional events that took place in key U.S. cities throughout the first half of 2018, with New York being the final stop on the U.S. tour.

“We are incredibly proud of this innovative project,” said Ludovic du Plessis, Global Executive Director of LOUIS XIII. “Nature and time are at the heart of what we do. If the environment is unstable, even the greatest cellar master would not be able to compose the exceptional blend that is LOUIS XIII. Global Warming is one of the most important issues of the 21st century; with “100 Years” – The Song We’ll Only Hear If We Care, we hope to inspire people around the world to take action.”

Sophie Auster & Spencer Ostrander
Sophie Auster & Spencer Ostrander

Photo Credit: LOUIS XIII

VIP attendees, included Tim Hardaway Jr., Sophie Auster, Johannes Huebl, Amirah Kassem, Juliette Longuet, and Thomas Hayo, among others.

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