French champagne house Dom Perignon has released an Andy Warhol tribute champagne, recognising the late artist’s 1981 dairy memoirs which recall a meeting with the 2000 club, a group of people who had locked away 2,000 bottles of Dom Perignon to be opened in the year 2000. To celebrate and promote their new artisan product, they have rolled out a new QR code campaign. However, its not just any QR code, these are ‘designer’ QR codes.
The product, a limited edition of its 2002 vintage, launched worldwide this week but those purchasing the limited edition drink in Japan - which comes in signature red, blue and yellow Warhol-esque bottles - will receive a designer QR code that will take the purchaser through to a Japanese mobile site with additional content.
Dom Perignon commissioned the Design Laboratory of Central Saint Martin’s School of Art and Design in London to come up with the bottle's unique packaging, which has a clear nod to the artist’s Pop Art sensibilities. The addition of the ‘designer’ QR code seems something of a novelty addition, with little functionality. However, in developing it SET Japan (the clever people behind this and numerous other QR campaigns) have created a limited edition accompanying work of digital art, further enhancing the exclusivity of the product.
With many brands, especially in the alcohol sector, forging dual alignments with art and music - such as Beck’s long-running band created beer labels – could artists now be brought on board to turn the base mechanics of a campaign, such as QR codes, into an essential part of the campaign narrative? Likewise, could the same theory be applied to the process of augment reality? If so, these often maligned and cumbersome markers could in fact become sought after objects in their own right.