The world-renowned cognac house has managed to bottle ‘Joy’ and multi-disciplinary artist and storyteller, Yinka Ilori is the face of this exciting venture.
Gone are the days when cognac was a staple drink for men. These days we enjoy Courvoisier in cocktail glasses and the ‘We Found Joy’ campaign aptly captures our mood as we toast to “#JoieDeVivre!” the joy of living, in everyone.
Based on a French belief and way of living that prioritises the enjoyment of the good things in life. Courvoisier is known for curating experiences that elicit joy, and The London-based multidisciplinary artist is best known for fusing his subject with his British-Nigerian background to create unique and memorable stories through contemporary design.
The new bottle boasts a bold and sophisticated new brand identity, and Glamour had the opportunity to officially celebrate the new look at the Exclusive Media Launch hosted at Intimitable, at the Cradle of Humankind.
Yinka designed the table as a functional art installation and guests had the opportunity to fully appreciate its joyful colours and lines.
Guests were seated along the table and enjoyed beautiful food and exquisite Courvoisier cocktails. We sat down with Yinka who flew in from London for the prestigious event.
Glamour: What does it mean to you to be the Ambassador of Joy?
Yinka: It means the world to me! When the title was given to me, I immediately thought that this is perfect because it’s what I do within my work. Not everyone gets to be the ambassador of joy, it’s a great thing to be named. It’s a huge honour and I’m humbled.
Glamour: So what does your role entail?
Yinka: Essentially it’s to create an experience around #JoieDeVivre and really try to amplify what joy looks like with Courvoisier. How we interact with Courvoisier and tell stories within it, and how we experience that together within a community or out in a public space; how we socialise with it. That will be presented in a series of table installations; we have dinners, glassware, plates, music, sensory, floors and flower experiences. It’s a full 360 sensory experience; not only are you drinking but you’ll also feel like you’re by the canal and have the birds chipping away, and you can smell the wild flowers.
Glamour: What sort of conversations are you hoping will emanate from the experience?
Yinka: I’m hoping to have conversations that are centred around things that are joyful and positive around your day. How do we give joy back? I believe that joy is a contagious experience. If I’m laughing, I’ll make you laugh or if you’re having a good day, it might inspire you to experience joy. My installation evokes a sense of joy when you experience it.
Glamour: What does joy mean to you and how do you want to experience it?
Yinka: It means freedom; being free to express yourself and there are no rules. As a kid what made me happy was being in my parent’s backyard, kicking a ball with my siblings. Or going to a playground to play and make memories, that’s joy! For some people it’s having loads of money but in my eyes that doesn’t equal joy. For me, it’s about making memories with loved ones. I want to experience it by being able to remember that experience and it living in my heart for days, weeks and months to come. And definitely through people! People give me joy; conversations and good energy,
Glamour: The new look and feel of Courvoisier also appeals to the Glamour market. How would you say the brand has evolved over the years?
Yinka: That’s a good question! For one, I’m the new ambassador so it’s quite interesting to see the audiences that are interacting with Courvoisier, and to see how people are drinking it as well, the kind of setting they’re drinking it in, and seeing someone else’s joy. Courvoisier shouldn’t just be a man’s drink, it’s for everyone, and my work is about inclusivity. Sometimes with some drinks it can feel exclusive but they’re trying to make it accessible and that’s important. You shouldn’t feel like you can’t order a cognac, you can!
Glamour: What makes Courvoisier your drink of choice?
Yinka: As a kid, I saw my parents drink it a lot so I felt some kind of connection with it, and when they discovered that I’m the Ambassador of Joy, they were happy.