Playing with DEDON, Starck Makes Magic Happen

Text by Alex Marashian

Playing with DEDON, Starck Makes Magic Happen

Bordeaux is rightfully acknowledged as the capital of the wine world, but one doesn't ordinarily think of it terms of world-class photo production. That all changed for us, however, one gorgeous day late this summer, when top creative talent from around the world converged on a spacious studio here in town to shoot the new PLAY with DEDON campaign featuring Philippe Starck. 

Credit is due to Philippe for suggesting the studio, which is located handily close to his summer home in chic Cap Ferret. He and his lovely wife, Jasmine, showed up for the shoot in a classic, wood-paneled Jeep Wagoneer, adding the perfect touch to the warm, late-summer vibe. The vivacious couple were joined in front of the camera by Starck's close collaborator, Eugeni Quitllet. 

Creative guru Alex Wiederin of Buero New York was on hand to art-direct the campaign, which was based on a suitably playful — even magical — idea he himself had conceived. Also in from New York was photographer Rainer Hosch, whose congenial approach ensured the shoot was a pleasure as well as a success. With hair and make-up from Paris and stylists from Sweden and Belgium, it sometimes felt as if we could have been anywhere in the world — it was only when we stepped outside to enjoy the beautiful weather that we were reminded we were still in Bordeaux. 

With such a wonderful day outdoors, it wasn't easy staying inside to make this very special campaign concept come together. But if Philippe could manage, so could we. Having coaxed him out of his colorful, African wax print suit and into something decidedly Bond-like, we watched as he demonstrated that true creativity can defy gravity, making magic happen before the camera — and our very eyes. A big thanks to Philippe, Jasmine and Eugeni, not to mention Alex, Rainer and the entire production team. 

Bordeaux, we'll be back — and not just for the wine….