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Daily Intelligencer

Edited by Chris Rovzar and Jessica Pressler

 

Party Lines 

7/11/07

5:32 PM

Veuve Cliquot Turns 130, Ridiculously

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Ladies and gentlemen, the Veuve Cliquot dancers.Photo: Patrick McMullan

How do you celebrate a 130th birthday? As Veuve Cliquot's Yellow Label demonstrated last night, with an over-the-top press event that started as simply ridiculous but eventually transitioned into ridiculously awesome — probably right around the time twenty-odd ballet dancers swept into the 7 World Trade Center space, pirouetting while carrying three-liter bottles of the good stuff. But, first, about that ridiculousness: Stations designed by various artists and meant to create the "yellow experience" filled the venue. (Beth Rudin de Woody hoped there would be a screening of famously explicit Swedish film I Am Curious (Yellow), but the actual exhibits were far more staid.)

A pianist played in a tiny black room lined with flashing yellow lights meant to simulate bubbles. Jay McInerney had a booth — of course Jay McInerney had a booth — at which he encouraged partygoers to add to a story he'd started. And then there was Ann Veronica Janssens's yellow fog room, which was so thick with theatrical smoke one lost all sense of depth and perception. "I like being lost, both physically and metaphorically," Ingrid Sischy reflected afterward. The ballet came last, and it introduced Veuve's limited-edition, $2,000 "Yellowboam" bottle, twice as big as a magnum and outfitted with a label in ostrich, alligator, or stingray. An ex-marine–security guard tried to hoist one. "You could definitely club someone with that thing," he said. —Jada Yuan

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Edited by Chris Rovzar and Jessica Pressler

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