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Louis XIII /  NºXIII • KNOW-HOW • PRINT / Axel Delwarte

"no data, no algorithm, no ai", a bold statement in a tech-obsessed world.

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In a world obsessed with using technology to rule manufacturing and production decisions, there are some that find irreplaceable beauty in doing things the traditional hand-made way.

Crafted by the historic French glass manufacturer Saint-Louis in the small town of Alsace (east of France), each decanter of LOUIS XIII Cognac’s new N°XIII is made by hand: hand-blown, hand-cut, hand-engraved and hand-decorated. It takes at least 16 artisans to unlock the secret process that results in the decanter’s vibrant hue – a process that could never be replicated by machine.

With this campaign, Louis XIII proudly stands by the artisans of the world and forces a reappraisal of what only human craft can do.

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