We caught up with the dynamic winemaker about how to define the undefinable – and why it’s determined to lead the appellation into a new era Saint-Emilion has always been difficult to define. Unlike other top terroirs of Bordeaux – Margaux with its silky tannins and aromatic flair, Pauillac with its graphite minerality and structure, and Pomerol’s opulent, rich palate – the profile of Saint-Emilion has never been so easy to identify. Beyond that, the wines can be frustratingly inconsistent in quality too, making it Bordeaux’s most idiosyncratic appellation. Beyond the variation in quality and flavour profile, a political splintering of the appellation in the last few months, resulting in three of the four Premier Grand Cru Classé A wineries (Cheval Blanc, Ausone and Angélus) withdrawing from the classification has brought further turmoil to this seemingly troubled appellation. “Perhaps,” Ch. Cheval Blanc’s Technical Director Pierre-Olivier Clouet begins, “the many idiosyncrasies of Saint-Emilion are easier to understand, when you realise it is the largest appellation in France, consisting of over 800 growers on nearly 6,000 hectares of vineyards.” Put in context, the second largest commune in France, Châteauneuf-du-Pape, is almost half that area at 3,300 hectares. Given its large area, Saint-Emilion doesn’t have the same homogeneity of soil as Bordeaux’s other appellations and it is this, Clouet believes, that goes some way in accounting for the region’s variety. While many of the top estates are situated on the limestone plateau, on the outskirts of the historic town itself, the appellation’s borders stretch way beyond this most prevalent feature and cannot be accurately defined by limestone alone. This is no more evident than with Cheval Blanc – arguably the most atypical estate in Saint-Emilion. “If the DNA of Saint-Emilion is Merlot grown on limestone, it is bizarre that Cheval Blanc is in the appellation at all,” Clouet chuckles. “We grow Cabernet Franc on clay!” Cheval Blanc sits at the appellation’s limits, four kilometres away from the limestone plateau, bordering Pomerol. But Cheval Blanc is not such an easy fit with Pomerol either. “We should have a monopole appellation,” jokes Clouet. His point is serious, however, Cheval Blanc straddles both the Right Bank’s top terroirs, yet is not typical of either. It certainly makes Cheval Blanc more difficult to explain, admits Clouet, compared to the other great estates of Bordeaux that can be defined by their parity of variety and terroir. “Pétrus is Merlot on clay soils. Lafleur is Cabernet Franc on gravel. Ausone is Cabernet Franc on limestone. Latour is Cabernet Sauvignon on clay. But Cheval Blanc is impossible to know like that, because of its range of soils,” Clouet explains. For Clouet, this multi-faceted personality gives Cheval Blanc great flexibility and is a key reason for the estate’s success and consistency. “We think we are very lucky because we can play on the two parts of the Right Bank,” he says. “Every time it’s a vintage for Merlot, we blend for Merlot. When climatic conditions are better for clay, we play with clay, so we can play with the identity of the vintage.” Cheval Blanc has 53 plots on 10 different soil types – clay, sand, gravel in varying proportions – and grows Cabernet Franc, Cabernet Sauvignon and Merlot. For Clouet, the DNA of Cheval Blanc is its diversity. “We are an orchestra, not a soloist. We need all our musicians to play the music.” Perhaps then, Cheval Blanc’s wide-ranging terroir makes it a fitting mascot for the heterogeneous nature of the Saint-Emilion appellation. Despite Cheval Blanc’s recent withdrawal from the classification system, Clouet is keen to emphasise that the Saint-Emilion appellation is important, and something they should continue to defend and invest time and money in. The wines of Saint-Emilion are all linked by the place – and this is much more important than variety or blend, which he feels other regions have wrongly placed emphasis on. “Each bottle of wine should tell the story of that place,” says Clouet. However varied Cheval Blanc’s terroir may be, it’s undeniable that the wine captures a distinct sense of this place. Indeed, beyond a small increase in its holdings in 2012 encapsulating a neighbouring vineyard, it is one of the few châteaux in Bordeaux whose perimeters have barely changed in 150 years. For Clouet, however, the appellation is about more than terroir, there is a “dynamic spirit” at the heart of Saint-Emilion. While not so easy to define, Clouet believes it is an appellation that has greater flexibility than others. It is often cited as the most Burgundian of the Bordeaux communes, due to the high number of small estates and the sheer number of vignerons, something which makes it a “dynamic place” in Clouet’s eyes. “It never stops thinking how to change,” he says. This, he believes, provides some great advantages. “Smaller estates have the capacity to move quickly. This is arguably the most vigneron-led place in Bordeaux.” Such dynamism in the past has certainly seen Saint-Emilion leading trends in the region, both good and bad – depending on your point of view. The garagiste movement in the early 2000s, for examples, is a fashion that continues to divide the region. But Clouet believes Saint-Emilion is an appellation ahead of its Bordeaux counterparts, leading in sustainability and the trend towards freshness and delicacy, and terroir-driven wines. That said, there’s no “recipe”, he says. “Each and every château has to find its own balance.” But, he warns: “We need to be careful and not go too far one way or the other. A new recipe is to pick too early, another is to use too little oak.” He quotes Coco Chanel, “fashion changes, style endures” – each producer should find their own identity, their own style and stay true to it. It’s essential to be opened minded, he says – but to never copy others, follow a recipe or chase trends. The current move in Saint-Emilion to plant more Cabernet Franc is a perfect example, for Clouet, where fashion is being followed foolishly. “Cabernet Franc today is probably the most trendy variety in the world. I don’t know any winemaker who doesn’t talk to us about Cabernet Franc. It seems to be the solution to global warming, but I think it is completely the opposite,” he says. For Clouet, Cabernet Franc has no capacity to adapt: in the right soil it produces top wine, but in average soil the results are terrible. The hot 2020 vintage, for Clouet, proves his point – with producers favouring Merlot over Cabernet Franc, even when the latter dominates their vineyards, pointing to Lafleur and Ausone, as well as Cheval Blanc. The warm, dry conditions didn’t favour the modish variety – and an overreliance on Cabernet Franc planted in the wrong place could prove disastrous in the face of climate change. For the already atypical estate, Cheval Blanc is looking instead at further diversifying. While Cabernet Franc is key to its identity, the estate has shifted from once having Merlot on gravel and Cabernet Franc on clay to have “everything, everywhere”. “We want to multiply the diversity,” Clouet explains. Diversification is at the heart of everything Cheval Blanc stands for today, laid out in their recently published manifesto – a clear statement of intent that unless Bordeaux moves away from monocultural farming, its future is at risk. “In the last 10 years agriculture was a problem,” says Clouet, “but I think agriculture could be the solution.” He gives carbon dioxide as an example: while there’s too much in the atmosphere, trees, vines and cover crops can be used to capture it. Clouet believes the manifesto is not just a piece of paper or marketing pamphlet, but a roadmap to show how a more sustainable approach is possible. “The biggest problem in the 20th century for agriculture was not just pesticides but monoculture.” While Cheval Blanc will continue to only earn money with their wines, admits Clouet, other crops and livestock will be used to provide “resilience, a capacity to decrease disease and problems in the vineyard”. Clouet goes on to explain how 50 years ago, trees were removed from vineyards to make it easier for tractors, but prior to this vines, trees and other plants co-existed. “Organic production is not enough today,” says Clouet, who does not want to simply return to the past. “We want to take the best of modernity.” Cheval Blanc is not organic because it believes that copper, permitted and widely used in organic viticulture to fight mildew, is more harmful than a synthetic alternative. “It’s common sense,” says Clouet. “When you use organic methods to tackle mildew you have to spray every week – it is nonsense. We try to think sensibly. The solution will be through science and research. We shouldn’t go just with philosophy. We need to be agronomic and practical to find a solution.” If the spirit of Saint-Emilion is about dynamic change, then it is fitting that the appellation’s most recognised estate is leading the charge to revolutionise the region’s approach to viticulture and safeguard its future. For Cheval Blanc, agriculture is at a crossroads. “Viticulture is at the mercy of climate change and the drastic reduction in biodiversity,” states Cheval Blanc in its manifesto. Over the last few years Cheval Blanc has been transforming its vineyards into permacultures – interplanting trees, plants, other fruits and vegetables, as well as introducing animal grazing, flower farming and beekeeping to the vineyard in an attempt to ensure soil fertility, promote diversity and capture carbon. Reading about the latest political spat over the current Grand Cru Classé system, the endless court cases and corruption charges, you would be forgiven for thinking that the spirit of Saint-Emilion is imploding. But it is the spirit of Saint-Emilion, according to Clouet, that unites this somewhat idiosyncratic appellation. Beyond the classification chaos lies a heterogenous band of vignerons, united by their diversity and dynamic approach. With the release of its manifesto, could Cheval Blanc unite the troubled appellation, with growers working together towards a fully sustainable, future-proof Bordeaux? Cheval Blanc certainly hopes so.

Saint-Emilion is arguably Bordeaux’s most idiosyncratic appellation. But, as Cheval Blanc’s Pierre-Olivier Clouet tells us, it’s the region’s heterogeneity that makes it so exciting.

Defining Saint-Emilion and the way forward for the appellation. Cheval Blanc’s Clouet tells us, it’s the region’s heterogeneity that makes it so exciting.

Strength in diversity: the winemaking at Cheval Blanc

Strength in diversity: Cheval Blanc

Making wine under conflict Between 1975 and 1990, Lebanon was a mosaic of wars caused by complex shifting political, geographical, and demographical factors. When 16 years of Civil War were finally over, the foundations for a new republic had been laid, but at a considerable cost. Over 100,000 people were dead, nearly one million had been displaced, and billions of dollars worth of property and infrastructure had been destroyed. Chateau Musar’s vineyards had suffered damage from fighting in the Beka’a Valley, but although the winery in Ghazir had been subject to intermittent shelling, it had escaped significant damage. The fact that Musar only missed one year of winemaking during this period is no mere miracle – but a testament to the family Hochar’s dedication and devotion to their vision in the face of the most horrendous ‘working conditions’ imaginable. For Serge Hochar, protecting the family business his father had established was paramount. “If you ask me on which side I fought during these 15 years,” he once said, “I can only tell you that I was fighting for my wines.” And fight, he did. The effort required to get the Musar grapes from the vineyards to the winery each year during the Civil War was nothing short of Herculean. The pickers, who would often pick under artillery and gunfire as the dug-in militias bombarded each other, emerged as heroes. As did the truck drivers, who risked their lives when running the gauntlet of a journey that in peacetime can be made in two and a half hours, but during the war had sometimes taken several days. The story of Musar’s 1984 vintage in particular highlights the adversity Serge Hochar and family faced during the conflict – and also vindicates the passion at the heart of their decision to keep diligently making wine. In 1984, there was almost no vintage as there were only enough grapes to fill two trucks which proved to be a good thing as there were only two truck drivers brave enough to attempt to get them back to the winery.  Each went a different route. One took five days, the other seven. All the while, the grapes in the trucks were piled up, squashed, heating up in the hot sun each day and starting to ferment. A delivery of warm grapes can result in musty, unappealing wine but – such was
his philosophical outlook – Serge defiantly made wine with them anyway, bottling it and cellaring it to let it “become whatever it decided to be”.  Chateau Musar’s 1984 red should, in theory, have been a terrible wine. But against all odds, given the right conditions and no small amount of time, has become not only a drinkable wine – but a delicious, complex, exciting one, brimming with life and hope. The small amount of the vintage that exists was released to the marketplace in 2014 (exactly 30 years after it was made) and the bottles that occasionally appear on the market are very highly prized. This wine – and all of the vintages made during the Civil War – represent the Musar legacy Serge Hochar left in the capable hands of his sons Gaston and Marc, and his brother Ronald and his son Ralph, along with viticulturalist and winemaker Tarek Sakr. These wines were made during a time when simply driving to check on your crop or to pick up supplies meant dicing with death. “We did our best with what we have, as always. This is the Lebanese way. You give me grapes, and my job is only to help them to be the best wine they can be.” - Serge Hochar Chateau Musar: the Civil War years (1975-1990) 
Miraculously, in the 16 years of Civil War in Lebanon, not a single one of Chateau Musar’s employees was killed – even though many of the Hochar’s friends and neighbours lost their lives in sniper attacks, bombardments or car bombings. The winery escaped serious damage and, in retrospect, seems to have been the safest place in Lebanon. Thousands of bottles stored deep underground in Musar’s cellars carved in the limestone heart of Mount Lebanon slept peacefully during the years of conflict.  The Hochars even converted part of the cellars into a bomb shelter for refugees fleeing Beirut. And they took any opportunities they could to distribute and ship their wines while all the madness of war enveloped them, steadily growing Musar’s reputation around the world. By the end of the Civil War, Chateau Musar was so much more than a maker of exquisite wines. It had established itself as an icon of national endurance and hope. And who wouldn’t drink to that? Read more about life at Chateau Musar during the Civil War years with the timeline below: 1976 30,000 Syrian troops move into Lebanon ostensibly to restore peace, but in reality, this was Syria’s attempt to claim the lands (including the Beka’a Valley) it believes it was owed when Lebanon became independent in 1943. “In 1976 there was total war in Lebanon. We had no electricity. No fuel. No transport. No harvest. No nothing. 1976 was the only year in which we failed to make any wine. For others, the weather is a problem – for us, it is war.” Without the ability to reach the grapes, to pick them and bring them back to the winery, there could be no new wine. Even if there had been, there was nobody to buy it. So Serge saw the opportunity to reach out and find new markets for the wines he had in his cellars. His father-in-law had a travel-agency in London and agreed to start importing his wines in the UK. 1977 From 1977 to 1990 (and during plenty of small dirty wars since) the Hochar family successfully made wine each year – often plucking grapes from the barbed wire zones of the frontline. “During times of war, we have to put all our belief and all our assets in wine!” said Serge. “We have to keep going with the things that are our essence. By now, I was used to war. So I kept on making wine; I was making it for a market I did not yet know existed.”

 1978 The UN steps in with peacekeeping troops and Israel is forced to withdraw from Lebanon. Syria steps in instead, targeting the Christian population in the ‘Hundred Days’ War’, the worst offensive for two years. Serge: “There was very heavy shelling in Beirut. The Syrians shelled Achrafiyeh, where our office is [in central Beirut]. At the time, my wife Tania was running the Godiva chocolatier nearby. She took the kids to the winery cellar in Ghazir in shock. There were many dead in Achrafiyeh. My secretary hid in the strong metal filing cabinet. Many people here were psychologically affected.” 
 1979 Revolution in Iran leads to radicalisation of the Shi'ite movement in Lebanon, and the creation of the Amal party, the ‘movement of the dispossessed’.

 1980 Bashir Gemayal unites Lebanon’s Christian military factions, creating the Lebanese Forces political party.  Serge: “This was one of the worst years of the war for us. I used to write a harvest report, but have mislaid it for this year.”  Chateau Musar UK was officially established this year. 1981 Relations between Syria and Israel deteriorate. Serge: “This was a year of terrible hardship. Tania and the kids left for London. They had to. I could not guarantee their safety. They came back, then left again in 1983. I promised that I would join them the moment the war ended. We did see each other every few months when I could get a flight.” 
 1982 Israel invades Lebanon again intending to dislodge the PLO. Some 18,000 people, mostly civilians, lose their lives as the battle-zone moves towards Beirut. Italian, French and US troops assist in the evacuation of the Palestinians. In the Beka’a, 80 hectares of Musar vineyards become the frontline between the Syrians and Israelis, whose tanks faced each other over the vines. Serge calculates that he will not be able to harvest grapes from them again until 1985. But he does. In the confusion that ensues after the invasion, the loyal Bedouin pickers collect what fruit they can, and the Hochar trucks manage to make their way to the winery. Serge: “The 1982 is a pure wine of war.” 1983 Times darken further as suicide bombing reprisals shock Beirut and its suburbs. In the Chouf mountains, the Mountain War begins. That summer, Serge took his family on holiday to the US. During a stop-over in Paris on their return journey, war broke out again so the family decided to settle in France. Winter is severe in the Beka’a, with metres of snow coating the vineyards; summer is barely warmer, and the Hochars’ harvest was late. A break in fighting, instilled by the American fleet anchored off Beirut, came at just the right time for the vineyard manager to pick a few grape bunches and smuggle them into Beirut for Ronald to check. They were good: there had been no rain, no heatwave, and the grapes had reached perfect condition. Ronald put in a call to Serge, who was visiting the US, and the brothers decided to match the bravery of their vineyard manager and order the harvest in. “It was very dangerous,” admits Ronald: “Serge flew to Cyprus, then took a six-hour hovercraft crossing to Beirut; he arrived at the winery in Ghazir moments after two rockets blasted the coast road he’d just been driving on.”  The truck drivers, with their precious loads of hand-cut grapes, carefully negotiated the capillary-like country roads that would lead them to the winery, relying on a network of local gossip to learn which roads the militias were controlling with checkpoints and which route between the Beka’a and Ghazir would be the least bloody. They were successful. As Ronald said, there were two advantages: “Our usual headache, the traffic jams, were gone. And the harvest, just like that of 1982, was excellent!” 
 1984 The Lebanese Forces, having controlled the capital since 1982, are expelled, and the Amal Party takes control of West Beirut. Peacekeeping forces (from the US, Italy and the UK) leave Lebanon. Serge: “We did our best with what we have, as always. This is the Lebanese way. You give me grapes, and my job is only to help them to be the best wine they can be. In 1984 the sun was very hot, and the fighting was hotter. After waiting and waiting for a break in the shelling, and more than a month after the last day of the harvest should have been, we quickly picked whatever grapes were left on the vines. Most were very ripe and sugary. There were enough grapes for only two truckloads, and only two of our drivers were brave enough to attempt the journey to Ghazir.  The first truck managed to find a way through the cedar forests in the northern Beka’a and get eventually to Tripoli, near the northern border with Syria. In five days it was with us. The second truck drove south over mountain tracks to Jezzine, then crossed the battlefronts on the way down to Sidon. From there, the trucks needed to avoid Beirut, so they waited for a boat. There was a terrible storm, which delayed the ferry to Jounieh.  Eventually, the storm was quiet enough and the ferry sailed slowly up the coast. The trucks arrived at the winery after seven days, on October 20th, 45 days after what should have been the end of the harvest – 45! So, in 1984 the grapes that we received were hot, bruised, sticky and very much fermenting. As an act of defiance, and as an act of faith, as a way of showing that the Lebanese spirit can never be broken, we made those grapes into wine. I made the 1984 to declare war against war.” Fittingly, 1984 was the year that Serge Hochar was named as the first ever Decanter magazine ‘Man of the Year’ - for his unswerving commitment to winemaking. 
 1985 The Israelis continue their withdrawal from the south of Lebanon under armed pressure from Hezbollah. They keep an occupied ‘security zone’ along their border. In the War of the Camps, Palestinian refugee camps are targeted by Shi'ite and Amal militia. Serge: “The Israelis continued to withdraw from Sidon, but it was still difficult to get the grapes from the Beka’a to the winery. After this year, things started to settle down, on our terms.” 1986 Serge: “Military action destroyed some of the vineyards on Mount Lebanon. Our white grape Obaideh was, and is, grown on the slopes of the Anti-Lebanon and was still available – but we only ever used this grape for Arak (Lebanon’s aniseed-flavoured aperitif). Prior to 1986, the Chateau white was only produced from Merwah grapes. From 1986 we began to blend Obaideh with Merwah and the combination worked. We were the first to use these two local varieties in a unique new style of wine.” Close to four decades later, Musar is still the only one. 1987 Anger at the continued presence of Israel in Lebanon is augmented by the first Intifada (Palestinian uprising against Israel’s occupation of the West Bank and Gaza).

 1988 Following Amin Gemayel, Lebanon’s new interim president is announced as Michel Aoun. Serge: “Life in Lebanon was not so hectic in 1988. It was a normal year, politically speaking.” 1989 President Aoun declares war on Syria. After seven months of fighting, with 800 dead, the Arab League negotiates a ceasefire. The Taif Agreement is signed, with the ethos ‘no victor and no vanquished’, in an attempt to end the Lebanese Civil War. Meanwhile, life is beginning to return to normal in the Hochar vineyards. In an impressive vintage, Carignan grapes begin to win Serge’s heart.

 1990 Miraculously, in the 16 years of Civil War in Lebanon, not a single one of Chateau Musar’s employees was killed – even though many of the Hochar’s friends and neighbours lost their lives in sniper attacks, bombardments or car bombings. The winery escaped serious damage and, in retrospect, seems to have been the safest place in Lebanon. Thousands of bottles stored deep underground in Musar’s cellars carved in the limestone heart of Mount Lebanon slept peacefully during the years of conflict.  The Hochars even converted part of the cellars into a bomb shelter for refugees fleeing Beirut. And they took any opportunities they could to distribute and ship their wines while all the madness of war enveloped them, steadily growing Musar’s reputation around the world. By the end of the Civil War, Chateau Musar was so much more than a maker of exquisite wines. It had established itself as an icon of national endurance and hope. And who wouldn’t drink to that?

Explore more Editorial 

The story of Ch. Musar’s 1984 vintage highlights the adversity of Serge Hochar during the conflict and also vindicates the passion to keep diligently making wine. We find out more

The story of Musar’s 1984 vintage highlights the adversity of Serge Hochar during the conflict and also vindicates the passion to keep diligently making wine

Civil War and Chateau Musar's fight for survival

Civil war and Chateau Musar's fight for survival

I am too disorganised to call myself a collector, but I often find myself thinking about the multiple meanings of collecting. I have a room full of books left unread from one year to the next, whose mute reproach I feel every time I am in their presence. I have half a dozen radios, from Marco Zanuso and Richard Sapper’s folding Brionvega TS502 to a Danish-made Beolit 707 from Bang & Olufsen, with its slide rule tuning device. I have a manual typewriter.  Most of us accumulate such random clutter. These were never possessions that were primarily about being useful – the Brionvega and the Beolit have long since been supplanted by a bluetooth speaker and a smartphone. They represent my membership of the design tribe.  The books carry other layers of meaning. My five years at university are on one shelf. The traces of the eight years I have spent writing a just-completed biography of Boris Iofan – Josef Stalin’s preferred architect – are spelled out in the titles of the books on another shelf. The typewriter was inherited from my father and it serves to remind me of childhood. The closest that I come to having a collection that a serious collector might acknowledge is in my chairs: a Rover chair that Ron Arad salvaged from a car, a Gio Ponti Superlegera, an Eames Lounger, a Harry Bertoia, George Sowden’s Palace chair from the 1983 Memphis collection and a deconstructed armchair designed by Rei Kawakubo. On a larger or smaller scale, humans develop complex relationships with their possessions that can go from the professionalism of full-blown collecting, to the casual significance of a row of junk shop finds on a mantlepiece. They can tell us a lot about ourselves. Marina Warner’s guide to the house in Hampstead, now run as a museum, in which Sigmund Freud spent the last year of his life, offers an arresting insight into the significance that collecting had for him. She describes the ranks of ancient bronze, ceramic and marble figures parading across the desk that Freud brought with him to London from Vienna where he no longer felt safe due to Nazi occupation in 1938. Certainly, they are beautiful, and mostly they are precious. Thanks to their association with Freud, even the few that have been established as 20th-century forgeries will have become valuable. Some are almost 4,000 years old and reflect the religious and political practices of the distant past. Others, such as Freud’s art deco cigar case, come less freighted with history. But as Warner says, “they were also tools of thought, the kitchen utensils of his imagination”.   The batterie de cuisine of psychoanalysis included Egyptian coffin masks from the Roman period, Chinese jade and gold brooches, Roman glass, a 2,500-year-old sphinx, sarcophagus lids, Babylonian cylinder seals and Egyptian heart scarabs, as well as a 19th-century neck rest from New Guinea, modern metal porcupines, and Balinese figures. The pieces in pride of place on his desk, placed in apparently random order, were his special favourites, a tiny fraction of his collection that had become permanent fixtures. From time to time, Freud made space for a few new acquisitions to get a look in. “A collection to which there are no new additions is really dead,” he told his biographer Ernest Jones. After a short interval, most of the new things would be moved into the glass-fronted cabinets positioned around his study, where they were placed in more organised groups than those standing on his desk. Greek sculptures went on a shelf together. A cluster of representations of the Egyptian god Horus were grouped on another.  In Freud’s lifetime, the collection was continually changing. Before his move to London, he toured Vienna’s antiquities dealers almost every week on the look-out for new finds. He was ready to exchange pieces for items he could not afford to buy, and was generous in gifting pieces to friends and pupils he thought would appreciate them. Freud also had no qualms about buying items that came on the market in questionable circumstances, in particular, from the unofficial excavations (sometime after 1906) at a Roman fort in Hungary.   Despite the important part it played in his life, Freud wrote very little about collecting. The nearest that he came to spelling out what drove his interest in fragments of ancient sculpture, was when he compared his own exploration of the unconscious minds of his patients to an archaeological excavation of an ancient city. “The psychoanalyst, like the archaeologist, must uncover layer after layer of the patient’s psyche before coming to the deepest, most valuable treasures.”  Freud was known to share his dining table with choice specimens to act as companions during a meal. “I must always have an object to love”, he confessed to his colleague and rival Carl Jung. When he was writing his book The Interpretation of Dreams in 1895, Freud spent the summer at Schloss Bellevue outside Vienna. He took a selection of what he called “my old grubby gods who take part in the works as paperweights for the manuscripts” with him.  Before Freud left Austria for England in 1938, his desk, his consulting room, and his study at Berggasse 19 were photographed by Edmund Engelman. Engelman’s 150 images helped Freud’s architect son Ernst to transpose the desk and its contents from a dark back room in a Viennese apartment to a sunlit Hampstead villa.  Like most collectors, Freud could never limit himself to a single field. Ronald Lauder the former MoMA chairman, for example, is known for the collection of Viennese modernism that forms the basis for his own museum, the Neue Galerie in New York. He also collects (in depth) in 15 other fields with little apparent connection between them. Lauder is fascinated by the work of the Japanese designer Shiro Kuramata. He has a collection of arms and armour going back to The Crusades, and another of World War Two memorabilia. He owns some of Egon Schiele’s finest works, as well as various 18th-century French artworks. Fellow collector Rolf Fehlbaum (head of Vitra) has one of the largest collections of modern chairs in the world, and gave Frank Gehry his first European commission to design a gallery for it, but he is equally fascinated by toy robots manufactured in Japan since 1937. He calls them tiny kinetic sculptures. Where possible, he acquires their original packaging too. Perhaps the best way to understand the psychology of collecting is to see it as a spectrum. At one end, it is about order and control. In a messy and uncontrollable universe, a collection offers at least a semblance of certainty. A collection of this kind is based on provenance, completeness and authenticity. An over-restored vintage Bugatti is less desirable to a collector than one in original condition.  Every previous owner, every detail of its making forms part of its record. A red Olivetti typewriter designed by Ettore Sottsass that once belonged to David Bowie was sold at Sotheby’s for US$65,000. You can buy one (that hasn’t been owned by Bowie) for US$750, which is still a lot of money for a piece of obsolete technology. Some collectors attempt to make patterns from the things that they acquire or, like jigsaw puzzlers, set out to complete a picture by locating every piece of a set. Some try to document the evolution of a species whether the subject of their interest is biscuit tins or the eggs of a particular type of bird. Some forms of collecting require the active engagement of the collector. Wildflowers need to be picked and dried quickly before they are pressed into a book. Butterfly collectors used macabre methods such as poison jars, or squeezing the thorax, to dispatch their prey without causing so much distress that they risk damaging delicate wings. At the other end of the spectrum, the accumulation of stuff by people who die alone in homes overwhelmed by stacks of ancient newspapers and tins of cat food, is a kind of sickness. It’s a condition that can overwhelm even the most celebrated of artists. In the last 17 years of his life, Andy Warhol filled a succession of cardboard boxes with a seemingly random accumulation of objects: taxi receipts, a vinyl Ramones single signed by Joey Ramone, a piece of an ancient, mummified foot, pastel-coloured corsets and a selection of metal dentures. Every time he had a full box, it was sealed and shipped off to storage in a warehouse in New Jersey. A typical box has 400 objects in it, some have as many as 1,200. Items in them include a piece of Caroline Kennedy’s wedding cake – Warhol seems to have been a regular guest at Kennedy weddings. He showed up 20 minutes after the wedding ceremony for Maria Shriver and Arnold Schwarzenegger had started, in the company of Grace Jones. He was in black leather, and wearing two wigs; she had on a huge green fur hat.   Warhol’s boxes are a collection of the uncollectable and the uncontrollable, which, thanks to the resources of the Andy Warhol Foundation, has been tamed after six years of work by a dedicated group of archivists and cataloguers. The Andy Warhol Museum in Pittsburgh has aestheticised the cardboard boxes. They sit on back-lit shelves in the museum to suggest that this is not a random collection of trash that Warhol never looked at, but, in the view of the museum, is in fact a time-based art piece, comprising at least 500,000 objects that took 30 years to complete. It presents a considerably less impressive sight than British Regency period architect Sir John Soane’s museum. The architect of the Bank of England put as much effort into adapting his Lincoln’s Inn Fields house (and subsequently the two adjoining houses) to display his Hogarth paintings, a sarcophagus and his architectural models, as he did to accumulating the collection itself. The Nobel prize-winning Turkish writer Orhan Pamuk’s novel, The Museum of Innocence is an eloquent exploration of the hoarding end of the collecting spectrum. What initially appears to be an account of a doomed love affair, quickly reveals itself as an exploration of the meaning of collecting. The story’s main protagonist Kemal starts acquiring things when his relationship with his lover Füsun is going well. When she drops an earring, he finds it and puts it to one side. As Füsun falls out of love with him, Kemal begins an increasingly desperate accumulation of objects that record their relationship. He picks up each of the cigarettes that she smokes. When she has stopped seeing him altogether, Kemal starts hanging around at her parents’ house and stealing pieces of cutlery that she might have used.  What makes Pamuk’s book particularly remarkable is that he acquired a house in Istanbul’s Beyoğlu district that had belonged to a Greek merchant in the Ottoman era, and transformed it into a physical Museum of Innocence. It is, of course, very far from innocent; everything inside it is a lovingly created fiction. The first thing that you see once you get inside, is a wall covered with 4,213 cigarette ends, each of them carefully annotated in Pamuk’s neat handwriting, with imaginary details of the time and place they were smoked. The rest of the house is full of equally carefully fabricated objects from cosmetics to movie posters that reflect Pamuk’s vision of the modernising Turkey of the 1970s. “I think getting attached to objects happens in traumatic times and love is a trauma,” Pamuk once said. “Perhaps when they are in trouble, people hoard things.”  When Pamuk gave me a tour of his museum, he told me about meeting Warhol’s archivist, and expressed his reservations about the significance of the boxes in Pittsburgh. “Hoarding objects reaches the level of collecting only when there is a story that unites them,” he said. But that is a novelist criticising another, less narrative art form. While Freud’s desk in Hampstead was always useable, if overcrowded, the desk in fashion designer Paul Smith’s office in Covent Garden is completely overwhelmed with a snowdrift of collected objects that sweeps over an office chair, down onto the floor, and back up to the shelves that line every wall. There are stacks of books and magazines, cameras and mountains of vintage cycling jerseys. There is an i-Mac computer, a gift from Jony Ive that Smith has never used. Computers aren’t Smith’s thing. In any case, it’s too late now, short of purging half the contents of the room: there is no way to get near it. There are toy tin cars, collections of bottles from Moroccan markets, a pink bicycle and a lot of rabbits. “I once said in an interview that seeing a rabbit brings me luck, and they haven’t stopped pouring in ever since,” explains Smith. Collecting began, as did so many things in Smith’s career, with his early enthusiasm for cycling. Growing up in Nottingham in the 1950s, there was a newsagent which occasionally had a copy of L’Equipe, which would portray the heroes of the Tour de France in their yellow jerseys in colour on the cover, but in sepia inside. He bought the magazine, fascinated by the images, even if he couldn’t read it. “I can remember once saying, ‘I really like Jacques Anquetil’ to my father, which baffled him, since none of our family had ever been abroad. I saved my pocket money so that I could upgrade the gears on my bike from Simplex to Campagnolo. The box it came in was as important to me as the gear itself.”  What attracted Smith to the Campagnolo box, along with stamps and matchboxes which he has in large numbers – not just in his office but at his Nottingham HQ where he has an archivist trying to make sense of it all – is the way that designers can say so much in such a tiny space. He showed me a Japanese book of matches produced for a Tokyo nightclub in the 1970s. “It so clearly says it’s ‘contemporary’. You can hear the jazz already.”  Despite the huge assortment of assembled objects, Smith is reluctant to describe himself as a collector. “I just have a large quantity of the same things,” he says, matter of factly. “In my head, a collector is someone who selects an item or a subject. They collect them because they know a lot about them. Maybe I have a little knowledge about cycling jerseys.  In the early 1980s, on my first trips to Japan and India, I just got a bit carried away. I bought lots of Japanese furniture. In India, for some reason, I bought 15 wardrobes, and a piece of furniture that doubled as a staircase with drawers.” Smith had them all sent home on the Trans-Siberian Express.  He suggests that his is a collection that has found him. “Things collect me,” he says. “For some reason I started to be sent things, and they still keep coming.” There is an individual who regularly sends Smith artefacts that come unwrapped but covered in postage stamps. Others send him letters, toys, books and even ancient packets of razor blades. One visitor took careful photographs of his office, and later sent him a precisely detailed model of his office, complete with its chaotic contents. Smith’s London home, where he lives with his wife Pauline, is much calmer. “The house is hers. I do have one room for my stuff, but it’s mostly at the office that I get to look at things.” In 1996, patron of the arts and barrister Jill Ritblat gave the V&A Museum the largest single donation of clothes in its history, more than 1,000 items. There are ski outfits in postmodern pastel shades from the 1980s, and challenging Japanese experiments from Yohji Yamamoto and Issey Miyake, as well as couture from Dior and Saint Laurent. There is work by Alexander McQueen, Biba, Mary Quant, and Christian Lacroix, Emanuel Ungaro and Victor Edelstein, and an evening outfit produced by a dressmaker based on an idea of Ritblat’s own design.  The early days of British fashion from the 1960s are represented by Foale and Tuffin, and Zandra Rhodes, and from the 1980s by Margaret Howell and Katharine Hamnett. There is tailoring from Tommy Nutter and work by Giorgio Armani. It is by no means a complete account of contemporary fashion, but it is certainly extensive, and like the personal wardrobe that it is, combines some very special pieces made for family occasions, with more everyday wear. The connecting thread of Ritblat’s collection is Ritblat herself. These were all pieces that she had bought to wear. They were not chosen like stamps, or old masters, or celadon vases to make a self-conscious collection, but were the result of a continuing sequence of choices over time. Taken together they are a reflection of her life as an English woman of a certain background, at a particular time in the country’s history. “I never saw it as a collection, it was more like my diary, though I have never had time to write a diary. Each piece brings back memories of when I wore it,” says Ritblat. She made her first donation to the V&A at the end of 1996, but kept back the things that she wanted to be able to go on using, and they formed the core of a donation to the Design Museum of another 400 items in 2013. Ritblat is ambivalent about fashion. As a child she was somewhat self-conscious about being dressed by her mother, who had studied fashion herself. She was relieved to be able to assume the camouflage of the complex uniform rituals of an English public school for girls in the 1950s. “I loved my school uniform at Roedean; we were expected to change our clothes four times a day, as chic as anything. Scratchy afternoon dresses, regulation school loafers, very nice blazers and pleated skirts.” As a student barrister, she found herself adopting the formal uniform of the legal profession, but then as a married woman began to build a wardrobe that reflected the life that she was leading. Later, when she was making her own choices, she was early to discover Miuccia Prada. “What you pick out is based on whether it suits you and on the zeitgeist,” she explains. Smith, Heseltine and Ritblat represent three very different approaches to collecting. For Smith, the unruly mountain of things in his office, is, like the collection on Sigmund Freud’s desk, part of the tools of his imagination, a source of imagery and ideas for his work as a designer. It’s also a means of establishing his personality. Heseltine’s garden is an investment of time, resources and creativity in the remaking of a place that speaks to the future using living organisms that will outlive us all. Ritblat’s clothes are a record of the full life of an individual. All of these collections provide insights into unique people, their lives and times. In their different ways all three reflect on the nature of collecting, and its ability to be a creative activity in itself. In a world in which technology threatens to abolish the material world altogether, objects have not lost their allure. Their physical condition marks the passing of time in ways that pixels and code cannot do. Collecting is the means all of us have to create histories of our times, and even more, of ourselves. This article was originally published in FONDATA, Issue Two. 

In order to explore the mindset of the collector, Deyan Sudjic shines a light on the collected objects of Sigmund Freud and Andy Warhol, and speaks to three British collectors to better understand what it is that makes collecting such a vital part of the human experience.

Exploring the mindset of the collector and why the act is a vital part of the human experience, with a focus on Sigmund Freud and Andy Warhol

FONDATA: Exploring the art of collecting 

 I Collect, Therefore I Am

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