Virgil Abloh‘s ongoing direction for water company Evian kicked off via an exclusive Parisian party on February 25. Guests were treated to a live DJ set from Abloh, and given the opportunity to grab the designer’s debut creations: refillable Soma water bottles and polka-dotted glass Evian vessels.
A special installation emphasized the transparent bottles’ polka dot design, with a tree-like stand and three-dimensional shelves placed towards the rear of the starkly-lit space. Later, Abloh’s set began, mixing up classics and contemporary favorites with aplomb — possibly even a little bit of J Dilla ahead of the Fall/Winter 2019 women’s presentation.
When HYPEBEAST France asked about the genesis of the collaboration, Abloh replied without hesitation. “I think Evian is an extraordinary brand,” he declared. “Evian excels in the field of sustainable development and while providing water of very good quality. Water is an essential and necessary ingredient for life. As a designer, I have always wanted to make design a universal language accessible to all. Carrying out this kind of project allows me to do it.”
Comparing furniture or clothing design to the creation of the bottles, “it’s nothing different,” contended Abloh. In my mind, it remains an object. It’s the context or the environment that will give value to that object, whether it’s for clothing or something else. From a design point of view, different objects have different characteristics but they are all fascinating.”