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THE FALL OF ICARUS

In the Greek mythology, Icarus is the son of the master craftsmanship Daedalus, the creator of the Labyrinth. After getting imprisoned too in this Labyrinth, Icarus and his father attempt to escape with the help of wings that his father constructed from feathers and wax. Before taking off, Icarus' father warns him to neither fly too low nor too high, so the sea's dampness would not clog his wings nor the sun's heat melts them. Once escaped and enjoying the freedom of flying, Icarus gets overconfident, ignoring his father's instructions. When the wax in his wings melted he tumbled out of the sky and fell into the sea where he drowned, sparking the idiom "don't fly too close to the sun".

 

While Icarus' story is tragic, we can also learn something positive from it. Icarus and his father risked it all and tried something that until this point was thought to be impossible. And if we are honest,  they did succeed - they were the first humans to fly.

 

No matter the danger or the of fear what other people might say, you must take the risk to fly. 

 

CHALLENGING THE OLD-FASHIONED VALUES

VIKARUS was started as a startup at the Ecole Hôtelière de Lausanne (EHL) with the goal of modernizing people's perception of the swiss wine culture. With only little changes in recent years, we have experienced a stiffening within the wine market, not appealing to the younger wine consumers. By completely reinventing the bottle design to match the complex structure of the Lavaux vineyards, Vikarus aggressively rebalances the values of traditions and innovation. 

Picture left to right: Michel Rochat (CEO EHL Group), River Söllner (Founder), Pascal Jutzi (Sales & Logistics), Ieva Mikalauskaite (Marketing).

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