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PRESS CONTACT

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A collaboration between PERRIER® & L’Atlas from October to end December 2015.

TWO DESIGN SERIES: Flavoured and Original.

«PERRIER INSPIRED BY STREET ART ®»

2015 LIMITED EDITION

PRACTICAL INFORMATION

PERRIER® SLIM CAN®:• 6 x 33 cl: format available

in hypermarkets/supermarkets

PERRIER® GLASS BOTTLE: • 33 cl: format available only in cafés,

hotels and vending machines• 4 X 75 cl: format available

in hypermarkets/supermarkets and in cafés, hotels and vending machines

PERRIER® PLASTIC BOTTLE:• 6 x 50 cl and 6 x 1 l formats available

in hypermarkets/supermarkets and in cafés, hotels and vending machines.

TO BE COMPLETED BY THE MARKETS

#StreetArtByPerrier

2015 LIMITED EDITION Once obscure, Street Art has beco-

me one of the significant forms of contemporary expression.

At a crossroads between abstract art and subtle cal-ligraphy, the works of L’At-las intrigue and captivate, inviting the viewer to em-bark on an inner journey. A CONSTANT PLAY OF SHAPES AND SPACE, LIGHT

AND MATTER, LINES AND SIGNS FORMING A MULTI-

DIMENSIONAL UNIVERSE.

A MINIMUM OF MEANS AND A MAXIMUM OF SENSATIONS

For L’Atlas, as for PERRIER®, the experience is rich and endless. Slim Cans, bottles, and unique artistic events created in a MAGIC ALLIANCE BETWEEN PERRIER® AND THE INVENTIVE STREET ARTIST, PROMISE A SERIES OF EXTRAORDINARY MOMENTS IN 2015!

THE NEW 2015 «PERRIER INSPIRED BY STREET ART® » LIMITED EDITION SHOWCASES L’ATLAS, ONE OF THE

PRIME REPRESENTATIVES OF TODAY’S STREET ART MOVEMENT IN FRANCE.

AN ART OF EVERYDAY LIFE, URBAN ART FOR THE WORLD OF TODAY…

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L’ATLAS: WHAT’S IN A NAME?

Jules Dedet Granel was looking for « a universal name that would be understood by all, anywhere in the world ».

By definition, the atlas is an order-ly collection of maps intended to represent a specific space and to develop one or more themes (geography, economy, history, astronomy, linguistics).

In Greek mythology, Atlas, son of Iapetus and Clymene (or Asia) and brother to Prometheus, was a Titan condemned by Zeus to support the heavens. Symbolising a universe in motion, L’Atlas also embodies a certain vision of the organization of the world, a distillation of the universe.

With this name, L’Atlas had achieved his goal! If the artist has chosen this name, it is indeed because his artistic expression reflects the very same notions. *Kufic is a style of Arab calligraphy developed in the town

of Kufa in Iraq. A modified form of old Syriac, it is the oldest calligraphic form of the Arabic scripts.

THE ART OF THE LINE

The Parisian artist was born in 1978 and began graffing in the Nineties following his studies in art history, already enthralled by modern calligraphy.

BRIDGING THE GAP BETWEEN ARAB AND ORIENTAL CALLI-GRAPHIC TRADITIONS , he studied with renowned artists in Egypt, Morocco, and China, adopting and combining the Kufi style*, the Latin alphabet, and Chinese ideograms, to which he added his own innate sense of the pure and the simple.

L’Atlas has invented a personal pictorial style in which symbols cohabit with DIFFERENT CURRENTS IN ABSTRACT AND GEOMETRIC ART.

SOMEWHERE BETWEEN PAINTING, PHOTOGRAPHY,

AND VIDEO, THE HALF TYPOGRAPHICAL-HALF

OPTICAL WORKS OF JULES DEDET GRANEL, A.K.A. L’ATLAS, ARE AS MESMERISING AS THEY

ARE THOUGHT-PROVOKING.

L’ATLAS, A UNIVERSE OF SIGNS

THE ARTIST

Why has he chosen the line as his basic form of expression? For the universal en-ergy it expresses, because of his “faith in words” which since time immemorial have organized the world, FOR THE PU-RITY OF GESTURE AND THE “BREATH” GENERATED BY CALLIGRAPHY...

THE EYE SEARCHES THROUGH LABYRINTHS AND KINETIC FORMS TO FIND MEANING.

L’ATLAS’S WORK IS COMPOSED OF MAPS, THE ULTIMATE SYMBOL OF MAN’S REPRESENTATION OF THE WORLD IN TWO OR THREE DIMENSIONS.

THE MAP REINVENTED

The artist’s first canvases were CITY WALLS, soon abandoned in favour of neglected ur-ban vestiges like the sewer manholes outside metro stations which, WITH HIS FAVOURITE TOOL – THE ROLL OF DUCT TAPE – HE TRANSFORMS INTO COMPASSES GUIDING US THROUGH THE CITY.

His next step was to transpose these onto canvas and into larger-than-life artistic perfor-mances whose evanescent nature inevitably evokes THE INHERENT POETRY OF LAND ART.

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PERRIER® IS KNOWN FOR OVERTURNING CONVENTIONS.

AFTER CALLING ON THE CREATIVITY OF THREE INTERNATIONAL “STARS” OF THE STREET ART MOVEMENT FOR ITS BOTTLES AND SLIM CANS IN 2014, PERRIER® TAKES A NEW STAND THIS YEAR

AND TURNS TO A SINGLE WELL-KNOWN ARTIST: L’ATLAS.

THIS COLLABORATION SHOWCASES A UNIQUELY DISTINCTIVE STYLE OF STREET ART.

« PERRIER INSPIRED BY STREET ART ®»

2015 LIMITED EDITION

WATER AND MOTIFS

MASTER OF THE GAFFER AND OF SPACE, L’Atlas invents labyrinths with the barest of means at hand.

For PERRIER® and the «Inspired by Street Art®» limited edition, he has created a number of exclusive designs that beautifies the cans and the bottles by JUXTAPOSING THE NOTIONS OF FULL AND EMPTY and by integrating the aluminium as an essential part of the motifs.

A MATCH MADE IN HEAVEN

PERRIER® HAS ALWAYS BEEN IN TUNE WITH THE TIMES, SO IT WAS AN OBVIOUS CHOICE TO TURN TO STREET ART - one of the principal ar-tistic movements of the 21st century.

Having a large international reso-nance amongst the general public and in particular with the young po-pulation, the movement allows to meet with the people. It is diverse and source of a variety of artistic inspirations, and IT INCARNATES A NUMBER OF STRONG VALUES , many of them being representa-tive for the brand PERRIER® as well: MODERNITY , IMPERT INENCE and TRANSGRESSION .

All this taken together, it is no surprise that PERRIER® has chosen to follow up with this second Street Art edition in 2015.

In fleshing out the project, HE BEGAN WITH THE LOGO, THE L’ATLAS BLAZE which, as in all his work, has to be de-ciphered amidst a maze of geometric lines.

He then wanted to bring into play the very essence of PERRIER® sparkling water: the bubbles.

Lastly, remembering earlier artwork for PERRIER® - the bubble, the tennis ball, the signature green and white - he worked to build on the tension and contrast between line and circle, “A DYNAMIC SPECIFIC TO THE EXPLO-DING BUBBLE”.

“ THE SIZE OF THE LABELS AND THE SURFACE OF THE CANS ARE NOT A CONSTRAINT BUT RATHER AN OPPORTUNITY TO DO SOMETHING NEW. ”L’ATLAS

1 L PET

33 cl CAN50 cl PET 33 cl VC

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SUBTLE LABYRINTHS

This series brings us a “classic” version of the L’Atlas logo, with multiple lines creating optical effects.

Making us work to see what he will not reveal, he uses the glass of the bottle or the aluminium or plastic of the can as he might a colour to create a counterpoint of form and space, WORKING BY SUBTRACTION RATHER THAN ADDITION. For L’At-las, this series elegantly epitomises the GREAT SIMPLICITY and EFFI-CIENCY that can be hidden behind a seeming tangle of lines.

1/ PERRIER® AND CONTEMPORARY ART: PERRIER® has a history of dressing up its bott-les and cans with the help of well-known artists.

Following on ANDY WARHOL or JONONE, L’At-las now writes a new page in the history of a brand with a unique relationship with art.

2/ PERRIER® MAKES THE EVERYDAY SPECIAL: by placing his HYPNOTIC GRAPHIC motifs on PERRIER® cans and bottles, L’Atlas builds a bridge between his urban art and our everyday lives.

3/ PERRIER®, A UNIQUE BRAND: PERRIER® is an INTERNATIONALLY KNOWN FRENCH WATER associated with a certain art of living and enjoying life.

For L’Atlas, “PERRIER® is a brand that is part of my history, as it is for millions of people all over the planet. Teaming up with PERRIER® means vastly expanding my means of expression and my capacity for ubiquity.”

PERRIER® IS CLASSY!WHY COLLABORATE

WITH PERRIER®?

L’ATLAS’S FIRST ANSWER IS THAT “PERRIER® IS CLASSY!”

BEYOND THAT INITIAL INSTINCTIVE REACTION,

L’ATLAS GIVES US FURTHER CLUES:

CIRCLES AND BUBBLES

For L’Atlas’s flavoured series, INSPIRED BY JAPANESE FABRICS, the motif develops in spirals inside a circle in a bold and very schematic parallel to the bubbles for which Perrier® is famous!

This is the “WHIMSICAL” SERIES , featuring fruit-inspired colours rarely seen in L’Atlas’s work.

The all-over appliqué pattern is unders-tated yet vivacious, the repeated circu-lar shapesLIKE AN EXPLOSION WAITING TO HAPPEN.

1 L PET lime

33 cl CAN lime

1 L PET orange

33 cl CAN orange

1 L PET grapefruit

33 cl CAN grapefruit

PRODUCT IMAGES: TO BE ADAPTED TO EACH MARKET

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THE FIRST HALF OF OCTOBER

seoul is fire Seoul is Asia’s VIBRANT CAPITAL OF THE FUTURE, the place where trend-watchers, designers, and tech ex-perts observe and shape the way we will live tomorrow. But it is also the heart of South Korean culture, deeply influenced by shamanism and tradition, illustrated by THE ANNUAL LANTERN FESTIVAL that illuminates the city with a thousand lights, a parade of lanterns in ama-zing shapes and colors.

L’Atlas has decided to interpret the traditional festival in his own way to realize his artistic performance around «Fire» by using lightings to form an ephemeral graphic mandala.

WHEN ASKED BY PERRIER® “WHAT WOULD BE YOUR

EXTRAORDINARY PROJECT?”

L’ATLAS REPLIED “A LARGER-THAN-LIFE

STREET ART PERFORMANCE ASSOCIATING THE

4 ELEMENTS.”

PERRIER®: EXTRAORDINARY IN

THE BOTTLE AND OUT

While born deep in the earth, PERRIER® water owes its iconic bubbles to air and has a fiery passion in its soul.

The four elements helped to inspire L’Atlas. And to bring his vision to life, what better way than THROUGH FOUR UNIQUE EVENTS, EXTRAORDINARY EXPERIENCES to reveal a new face of our urban environments?

EXTRA ORDINAIRE

EVENTS

ART

THE FIRST HALF OF OCTOBER

PARIS is water

37 BRIDGES , ONE PORT (Bastille), ISLANDS , barges, “bateaux-mouches”, the legendary riverbanks, the Seine, an aquatic motto (“fluctuat nec mergitur”).

There is no doubt that Paris is a CITY OF WATER , to the endless delight of both residents and tourists !

The first L’Atlas performance around the «water» element and supported by PERRIER®, will therefore take place in the French capital. In this performance, L’ATLAS WILL RECREATE ONE OF HIS FAMOUS MANTRAS and use water to bring it to life.

THE SECOND HALF OF OCTOBER/ EARLY NOVEMBER

new york is AIR

What symbolizes the Big Apple? Its SKYLINE , created by the sharp lines of its 731 skyscrapers.

Literally sucked up into the sky, New York, THE CITY THAT NEVER SLEEPS , draws us ever higher and higher: body on the rooftops, head in the clouds. It’s in this 24/7 «in-the-air» city that L’Atlas will present his second performance «around air».

In this performance, one of L’Atlas famous mandala will take shape in a very popular NYC park. Little by little, his magnificent graphic form will be seen in the air.

THE SECOND HALF OF OCTOBER/ EARLY NOVEMBER

mexico is earth

Mexico City is an endless PLAY OF CONTRASTS , its rich history stretching from pre-Columbian America to the 21st century by way of the Conquistadores and the Mexi-can battle for independence.

INSPIRED BY THE ENERGY of Mexico and its le-gendary Aztec pyramids, L’Atlas chose the city as the site for his final monumental installation around «earth». L’Atlas will recreate one of his characteristic mandala in a frequented urban areas of Mexico, symbolizing THE LABYRINTH OF EARTH .

TO BE UPDATED BY MARKET ONCE RECEIVING CONFIRMATION OF THE FINAL DATE

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