Grey Goose ‘Artists in Residence’ Château x MSCHF

Grey Goose needed a fresh, culturally driven way to show up at events throughout the year—one that goes beyond the usual branded bar and offers a truly immersive experience. So this year at Art Basel, we partnered with the art collective MSCHF to introduce the first-ever A.I.R. (Artists In Residence) Château.

The insight was that Art Basel had forgotten about the art and only focused on the parties. To help bring the art back to Art Basel, we created a multi-sensorial, exclusive artist-only retreat—offering a glacially smooth ascent above the chaos of the week.

A.I.R. Château also served as the official launch of Grey Goose Altius, the brand’s newest ultra-premium vodka, crafted with water from the highest peaks of the French Alps. Guests experienced its unparalleled smoothness through bespoke cocktails by master mixologist Valentino Longo, alongside performances from Diplo, Francis Mercier, and Luciano Scalioni. With MSCHF’s latest installations adding an avant-garde touch, the night embodied the artistry and excellence that define Altius.

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