Dramatic unveilings and kabuki drops aren't uncommon at events—brands have used the effect to introduce a surprise performer, new vehicle, and even an entire fashion show set—but such theatrical moments don't usually accompany the presentation of food. Moët & Chandon bucked that trend Tuesday at an event for its 270th anniversary.
Held ahead of the opening night for the U.S. Open—Moët & Chandon is the official champagne of the tennis championship—the evening affair at Pier 59 Studios also celebrated the new Patrick Demarchelier-lensed ad campaign starring first-ever house ambassador Roger Federer.
Guests entered one of the massive space's more intimate venues, cloaked all in black, where the centerpiece was a Moët & Chandon golden cage designed by Olivier Massart, artistic director at event production company La Mode en Image, and prominently lit from above. Built in solid gold metal to symbolize a tennis court, the 33- by 16- by 16-foot structure housed a black box Moët coffret that rested on gold-leaf-like flooring.
About one hour after the event began, somewhat triumphant music accompanied the cage lifting to unveil the structure inside. Desserts prepared by French caterer Potel & Chabot (which also designed the Moët birthday cake festooned with 9,000 macaroons) were unveiled from beneath the Moët coffret in a plume of smoke. Surrounded by lush floral centerpieces and rich fruit displays, the scene was ripe for social media, with dozens of guests snapping away to Instagram and tweet.
