Earlier this month, Louis XIII Cognac premiered “100 years - The song we'll only hear if we care" at a private party in Shanghai for only 100 guests. No one was allowed to record the song.
The musical composition created by Pharrell Williams will not be released until 2117, a hundred years from now. The track that was recorded onto a record made of clay from the chalky soil of the Cognac region is stored in the cellars of LOUIS XIII in a state-of-the-art safe specially designed by Fichet-Bauche.
There's one environmental condition that comes into play. The safe is destructible when submerged in water. That's where the brand and Williams drive home the message of climate change.