Culture / Design

An Interview with Mathieu Musnier, General Manager of La Maison Du Whisky

Mathieu Musnier, General Manager of La Maison Du Whisky speaks on the importance of this joint-partnership between LMDW and Signatory Vintage, an independent bottler to feature the artist series and how both are symbolic to art and whisky as well as the inextricable relation between the two.

Jan 01, 2018 | By Andrea Sim

Più Lontano Possibile – “This painting narrates the encounter with a character coming from another world, representing the mystery of life. The green colour used represents a luxurious and mysterious nature. This piece mixes oriental techniques (watercolour, black and white) and much more modern techniques using metal and plexiglass. The aim of this work is to take the spectator to the farthest possible place in another universe.”

Founded in 1956 by Georges Bénitah, La Maison Du Whisky has established itself as one of the largest French specialists in the importation and distribution of rare whiskies. As a leader in the sector, it plays an important role in the evolution of the French market for premium whiskies, and now also that of fine spirits.

La Maison Du Whisky has recently partnered talented artists to design the labelling using different techniques for the brand’s blended scotch whisky. Amongst many artists, La Maison Du Whisky is delighted to announce that the works of Italian artist, Lino Di Vinci has been selected for the labels. The Artist #7 series by La Maison Du Whisky will be available in Singapore on January 17, 2018.

Lino Di Vinci is LMDW’s Artist #7

Italian artist, Lino Di Vinci is based in Paris. He graduated from Academia Ligustica di Belle Arti di Genova and has been involved with art professionally for many years. Di Vinci an eclectic artist who plays with different art techniques, such as traditional painting, modern decoration and the creation of luminescent plexi glass art to lend a fresh perspective to modern art and design. He has exhibited in the venues of contemporary design at many of the foremost Italian fairs, such as Salone del Mobile, Macef in Milan and Abitare il Tempo in Verona.

An Interview with Mathieu Musnier, General Manager of La Maison Du Whisky

LUXUO: What are you most excited about?

MATHIEU MUSNIER: It has always been a wonderful pleasure to present our customers and fans with spirits we love, more so when we have personally curated and partake in every phase – from the selection of the spirit to the bottle and label designs.

For Artist #7 series, there is a seventh whisky bottle to the Artist range. It is a blended scotch whisky created by John Glaser. The inclusion of blended scotch whisky is unprecedented in the Artist range. This blended scotch whisky is specially created to commemorate the special partnership between La Maison Du Whisky and Velier, and the latter’s 70th anniversary.

Why does La Maison Du Whisky celebrate art?

This year, we have injected the spirit of the Artist series at Whisky Live Singapore via the choice of venue – an art gallery, and an exhibition. The Artist series marks the end of 2017 and heralds an exciting year to come.

What opportunities do you see in collaborating with the artists? Especially Artist #7 Lino di Vinci?

It is not uncommon to see artworks being used on merchandise. In 2012, we saw Wacoal’s collaboration with Yayoi Kusama and earlier in 2017, the Masters collection by Louis Vuitton featuring Jeff Koons. We, as corporate citizens, believe that art must be supported. There is no better way to promote art by exposing them through the spirits we love.

What do you like about his artworks and how is it related to whisky?

Lino is a very forward and talented artist who likes to experiment different techniques such as traditional painting, modern decoration and the creation of luminescent plexiglass art. Whisky, like art, is a construct of experimentation and experience. We not only taste whisky but we also appreciate the colours and aromas. Whisky appreciation is like art in many ways. Both are unequivocally subjective.

Creativity is always at the core of every brand’s purpose. In what ways are you helping to drive the progress and inspire change through this artists’ collaboration? 

We believe that masterpieces are creations of passion. And appreciation keeps passion burning. Much like how Whisky Live Singapore has provided a platform for the distilleries to showcase their masterpieces, we hope with each Artist series, more people appreciate the works of art that are both on and in the bottle.

Through Artist #7, what do you hope to achieve in this trailblazing spirit that inspires other artists to go beyond the ordinary?

I am not a painter nor a sculptor, but I believe every artist and each of their work are unique. We hope such initiative as the Artist series beckons to artists that possibilities are endless and art does not have to be limited to the white walls of an art gallery.

And inspired by the Lino di Vinci series, how do you think audience can relate to the artworks and recall top of mind – the La Maison Du Whisky?

La Maison du Whisky is top of mind for people who are interested in and appreciate whisky. We are one of the first whisky retailers in Singapore and our reputation is synonymous to the finest spirits that are available worldwide. What Artist series offers to our esteem clientele is the visual indulgence on top of the enjoyment of the whiskies.

Visit La Maison Du Whisky for more information.

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