March 3rd 2017, during Paris Fashion Week, saw the HEAVENSAKE ‘A Better High’ awareness performance with a host of global elite at the American Cathedral in Paris. The trimuvate of co-founders, Carl Hirschmann, Benjamin Eymère and Etienne Russo invited friends and creative peers to join them in celebrating the release of HEAVENSAKE’s second expression; the Junmai Ginjo with a night of multi sensory experiences including music sets from internationally acclaimed South African DJ Black Coffee and Agoria and a live performance of Japanese drummers Yamato.
Incorporated into the whole experience was a pivotal “11th Hour awareness performance” involving over 1,000 guests present at the event. At 11.45pm, all attendees donned the gifted black pollution masks as a unified artistic performance raising awareness for the ticking clock on Climate Change. The impactful expression was captured by iconic crowd photographer Massimo Vitali, who was elevated 5 metres in the air to incorporate the scale, depth and gravitas of overall scene.
The image was back dropped by a thought provoking 3m size faux bonsai tree centrepiece illuminated and suspended above the central altar, paying homage to Japanese heritage and the immediate need to address the global issue at hand. Guests continued to enjoy dynamic performances celebrating cross cultural disciplines from contemporary music to artistic expressions. The night encompassed the HEAVENSAKE ethos, continuing to push boundaries, shifting perceptions and immersing guests whilst enlightening their experience of sake.