It's the year 2000, and Andy Warhol, father of pop and chronicler of icons, is fixated on acquiring 2,000 bottles of Dom Pérignon – Not for indulgence, but as artifacts. Photographer Bert Stern ordered a case of the 1953 vintage, as requested by Marilyn Monroe. Robert Mapplethorpe deconstructs the bottle into a shrine in his Champagne Triptych (1975) —transforming Dom Pérignon into sculpture, into symbol. It is clear that Dom Pérignon is no stranger to the avant-garde gaze and has long been a muse for those who redefine cultural boundaries. 

Since its origins, Dom Pérignon has been a perpetually unfolding idea, constantly in flux; it stands as a force for aesthetic inquiry and creative process starting from its vintages and extending to its campaigns. Creation here is understood as a continuum: not a series of endpoints but a practice of becoming.

After this decade-long dialogue, the maison opens a new chapter in its creative evolution. This chapter is not simply about art, but art in motion. A collective of 7 iconic creative visionaries: Zoë Kravitz, Clare Smyth, Tilda Swinton, Alexander Ekman, Takashi Murakami, Anderson .Paak, and Iggy Pop have been invited to shape and reimagine Dom Pérignon's creative process through their unique lens. Photographed by Collier Schorr and directed by Camille Summers-Valli, the campaign: Creation is an eternal journey, entails an intimate conversation with each creator and what drives their work through Dom Pérignon's ethos of creating as an ongoing process.

In addition to the campaign, Dom Pérignon will unveil an artistic showcase in London on May 16, 2025, and invites viewers to interact with the Maison’s creative lineage, from Andy Warhol and Jean-Michel Basquiat to Marilyn Monroe, Christian Dior, Lady Gaga, Karl Lagerfeld, and Iris Van Herpen. From the past to present, Dom Pérignon reminds us that its creation is an eternal journey with no final form. It is an iteration of becoming, transcending time and space to embody a philosophy of creation.