LOUIS XIII x Pharrell Williams: "100 years" but only #IfWeCare
In partnership with the French luxury brand LOUIS XIII Cognac, the award-winning singer and hitmaker created the song “100 years” that will only be publicly released in 2117 — a hundred years after the said launch.
With the alarming increase of environmental concerns, both parties decided to make an exclusive track that was recorded onto a vinyl record made of clay from the Cognac region, which was then placed in the cellars of Louis XIII state-of-the-art safe specially designed by Fichet-Bauche.
The said record is safe from any earthly harm, except flooding. Due to climate change, there has been a sudden rise of temperature across the globe. With the polar caps melting in the Artic Sea and occurrence of heavy rains increasing, many scientists believe that a portion of the world’s land will be fully submerged in water a hundred years from now if we do not change our ways.
Hence, if the 100-year-old record dies, we have failed in saving the planet.
“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."
Furthermore, LOUIS XIII is also holding events around the globe to raise funds in support with environmental organizations.
“As a company, we must do the best we can every day to make the world a better place”, explained Ludovic du Plessis, Global Executive Director of LOUIS XIII. “But no single person or brand can stop global warming on their own – it must come from the unified global actions of all people around the world. Together we are much stronger than any person or brand is on their own. This is not about any one city or country but the future of our planet as a whole. Our concern is not primarily for Cognac, but for every city around the world.”