| EVENT REPORT 12.07.07 10:47 AM |
PRINT | SEND TO A FRIEND |
|
| Sparkling Spread |
| Moët & Chandon's holiday pop-up store allowed consumers to personalize champagne bottles with Swarovski crystals. |
|
For many people, a perk of the holidays is copious amounts of champagne. Playing into the season's festive drinking spirit is Moët & Chandon’s SoHo pop-up, Boutique Moët—a store where consumers can have a bottle of the brand's champagne personalized with Swarovski crystals. Tied to the French champagne house's "Be Fabulous" campaign and inspired by the limited edition of the gold Swarovski-crystal-encrusted White Star bottles, the pop-up will be in operation for most of December; it opened on Saturday, December 1, and will run on Fridays, Saturdays, and Sundays through December 30.
Located on West Broadway, the small, dark space resembles a mini club (similar to Moët's lounges at Fashion Week), with black walls and carpeting accented with gold details. Consumers can bring a pre-purchased bottle of Moët here (the boutique itself doesn't sell any champagne) and have it customized it with a message (up to seven characters for $30). The bottles can then be picked up within two days, or can be delivered anywhere in Manhattan by messenger. |
|
CONTINUED > |
|
|
PHOTO GALLERY |
 | Using the champagne house's black and gold colors, Tronic Studio designed an environment that played up bubbles.
Photo: Alison Whittington for BizBash |
|
|
 | Round cutouts in the wall acted as display cases.
Photo: Alison Whittington for BizBash |
|
|
 | At the rear of the boutique, custom bottles helped consumers see the personalization.
Photo: Alison Whittington for BizBash |
|
|
|
|
To create an environment for this concept, Moët & Chandon's marketing director for the Northeast region, Whitley Bouma Herbert, charged R&D Culture with creating a space that utilized architecture, animation, and brand-specific concepts. R&D hired Tronic Studio to carry out the design.
“We wanted to speak to the sophistication and style of Moët,” explained Tronic's art director and cofounder, Vivian Rosenthal. “Their simple colors, black and gold, encapsulate the brand, and we used them to capture what it feels like inside one of the bottles, on an abstract level. Walls echo the shape of bubbles, as do the projections, to create an organic, liquid experience that feels slightly mysterious.”
Mystery is exactly what they got. Whereas traditional retail spaces are easy to find and flooded with light, the Moët store is tucked away like a speakeasy. At first the store was labeled only with graphic signage that featured the logo exploding with bubbles, but confusion on the street forced the design team to return to the traditional logo and fill the other blackened windows with similar Moët signage.
—Michael O'Connell
RELATED TOPICS
Moët & Chandon, Swarovski, Pop-Ups
MORE EVENT REPORT STORIES
City Marine Corps Recreates Traditional Dinner With 1920s Menu and Fund-Raising Fines
Interactive Circus Performers Lighten Mood at Cancer Fund-Raiser
HSBC Replicates Wimbledon—Grass Court and All—Stateside for Tennis Promotion
Cisco Caps Three-Day Partner Summit With Executives-Only Rock 'n Roll Gala
Gen Art Reaches $100,000 Fund-Raising Benchmark With Alumni Support
MORE STORIES ABOUT SWAROVSKI
C.F.D.A. Awards Move Uptown, Keep Shorter Format
For Its 75th Anniversary, Brides Builds a Nest for Newlyweds
Split-Up CFDA Award Festivities Walk Guests Through Bryant Park
MORE STORIES ABOUT POP-UPS
Events and Pop-Ups Are a Boon to Troubled Retail Real Estate—and Vice Versa
For Its First Pop-Up, Havaianas Partners With Gap
| More Suppliers/Venues to Consider |
ADVERTISEMENT |
|
|
|
Christie's Rockefeller Center
As the world’s leading art business, Christie’s is a name and place that speaks of extraordinary art, professional expertise, glamour, and unparalleled service. With offices in 43 countries worldwide, and a reputation for excellence, Christie’s is proud to offer uniquely qualified corporate event space and services. More >>
EMAIL THIS RESOURCE |
|
Global Elite Group
Global Elite Group specializes in providing unobtrusive and discreet security services to protect clients, guests, and property. We work closely with today's top event planners to ensure a safe and secure environment for weddings, bar mitzvahs, private and corporate parties, fashion shows, concerts, and much more. More >>
EMAIL THIS RESOURCE |
|
Toast
Toast is a bicoastal entertainment production company that handles all aspects of event planning, including decor, live performances, catering, PR outreach, and celebrity wrangling. Toast has designed some monumental events, such as Rolling Stone’s 40th anniversary weekend and Us Weekly’s Oscar Rocks party, which both made headlines. More >>
EMAIL THIS RESOURCE |
| |
|
|
|
|
|
|
|
