Run by Alistair Viner, Harrods' ex head wine buyer, the most expensive single bottle on sale is Château d'Yquem 1811 at an eye-watering £100,000. I was lucky enough to be invited to the press launch on Monday night. Descending into the cavernous basement, on catching sight of the giant large format bottles on display, from Domaine de Chevalier Blanc 2000 to Château Pichon Baron Longueville 2005, I felt like Alice in Wonderland after she'd imbibed the 'Drink Me' shrinking potion. Hedonism is more Ferrari showroom than fine wine mecca.
Turning a corner, I stumble across a Surrealist cave filled with sinister hands, from Mickey Mouse gloves to lobster claws gripping the bottles in a scene straight out of a Salvador Dalí and André Breton film, with a little Labyrinth and David Lynch thrown in for good measure. Taking another turn into the unknown, I enter what looks like a forest filled with wine bottles taken captive in the corkscrew-like twisted branches.
Stopping to drink in the curious mise-en-scène, I hear a squeak and watch one of the bottles move of its own accord. It's all very Lord of the Rings – I half expect Frodo Baggins to come bounding in barefoot. Though most of the liquid treasures remain unaffordable to mere mortals, Hedonism is worth a visit for the experience alone. With so many iconic bottles on show – their lusted after labels naked and exposed – it's a wine lover's delight. Go forth and drool...
