Moët & Chandon is thrilled to introduce Yoon, creative director of fashion label AMBUSH, as the first-ever artist to collaborate with the Maison on a global limited edition. Drawing on her disruptive creativity, Yoon has redesigned the iconic Moët Impérial & Nectar Impérial Rosé champagne bottles.
In an audacious step forward, Moët & Chandon has offered a unique platform to Yoon, a Tokyo-based creator and a rising star among a new generation of innovative designers, to bring her creative vision and modern sensibility to this collaboration.
The Maison’s choice of the co-founder and creative director of the fashion label, AMBUSH, was driven by the recognition of Yoon’s pioneering spirit as a “rule-breaker” who shares with the House, profound respect for time-honoured traditions of craftsmanship and transmission of know-how, and a mutual desire to put contemporary creation in the service of preserving nature.
The partnership between Moët & Chandon and Yoon is particularly momentous because it is the first time in 152 years that the iconic bottle of Moët Impérial, the House’s signature champagne born in 1869, has been redesigned by an artist.
Injecting her minimalist aesthetics into the redesign, Yoon has changed the gold neck of the bottle to a deep shade of black, contrasting it with a new embossed label in white, to produce an eye-catching design that suggests a blank slate, like a window onto a future filled with possibilities for those who dare step forward.
“We are thrilled with this partnership with Yoon because it brings a disruptive freshness to the centuries-old heritage of Moët & Chandon, and aligns with our own commitment to preserving nature to ensure a bright future for the next generation,” says Benoît Gouez, Cellar Master of Moët & Chandon.
“I was thrilled to be given carte blanche to re-design the bottle of Moët Impérial. It was a great challenge given its recognizable and iconic codes, but I also saw it as a great opportunity to bring my own aesthetics to this iconic champagne,”says Yoon, co-founder and creative director of AMBUSH.
“On my visit to Epernay, I saw the devotion of the people at Moët & Chandon to nature and to their precious terroir. This inspired me to select the World Land Trust to receive the support of the House so that together we could help preserve other terroirs around the world.”
In line with a tradition of giving that has made the greatness of the House since 1743, Moët & Chandon will donate a portion of profits from the sale of limited-edition Moët & Chandon x AMBUSH bottles to the World Land Trust, an international conservation charity that protects threatened natural habitats.
The mission of World Land Trust is to support local conservation partners, like Fundación Jocotoco in Ecuador, in their efforts to halt the destruction of ecosystems and to protect habitats where rare and endangered species still survive.
“We are grateful for Moët & Chandon’s generosity in helping us preserve the Canandé Reserve in the Ecuadorian Chocó Forest, a place as biodiverse as the Amazon rainforest but far more threatened,” says Jonathan Barnard, CEO of World Land Trust.“Only 2 percent of this forest remains today, still inhabited by 10 percent of animal species found nowhere else on the planet.
The support from the Moët & Chandon x AMBUSH collaboration will have a direct impact on stopping the deforestation of the Chocó, not just for the sake of its fragile species, but also to combat one of the causes of climate change.”
The limited-edition bottle of Moët Impérial in collaboration with Yoon is filled with the House’s flagship champagne defined by a bright fruitiness, a seductive palate and an elegant maturity, all distinctive characteristics of Moët & Chandon’s blends.
Its assemblage is designed to mirror the richness and diversity of the Champagne region’s vineyards, structured with a slight dominance of Pinot Noir, textured by Meunier and enhanced by the freshness of Chardonnay.
The Moët & Chandon x AMBUSH limited edition is available at ultra-selective department stores, some of the trendiest lounge bars, chic hotels and select wine stores, in Amsterdam exclusively sold in De Bijenkorf.