Picture courtesy of Official Portraits John Chevalier
With over 25 years within the luxurious sector spanning Europe, the Americas and Asia, Sibylle Scherer introduced a deeply world perspective when she took the helm as president and CEO of Maison Moët in July 2023. A veteran of LVMH, Scherer beforehand led DFS Group’s merchandising and advertising throughout 13 international locations and over 400 boutiques, earlier than overseeing the worldwide enlargement of CHANDON with six wineries throughout Argentina, Brazil, California, Australia, India and China. Now on the helm of considered one of LVMH’s most beloved maisons, she brings a strategic new imaginative and prescient — formed partly by her expertise spearheading biodiversity and regenerative agriculture initiatives at CHANDON — and already taking type by means of daring cultural partnerships, together with a landmark collaboration with Pharrell Williams.
For over 280 years, Moët & Chandon has outlined the “gold commonplace” in Champagne. As Moët & Chandon enters a brand new period marked by merging artistic ambition with cultural resonance, LUXUO sits down with Scherer to debate the maison’s newest milestone — a collaboration with Pharrell Williams, and what it alerts in regards to the evolving codes of luxurious, the ability of world storytelling and model partnerships alongside how this collaborative launch is a continuation of Champagne’s evolving relevance. This collaboration, partly, additionally goals to rejoice birthdays as moments of collective pleasure, reimagining private milestones by means of significant celebration. On the coronary heart of this initiative is Sibylle Scherer, whose management displays the Maison’s evolving identification — one which embraces visionary partnerships. This restricted version launch not solely showcases distinctive craftsmanship and design but additionally reinforces Moët & Chandon’s position as a cultural icon shaping the way forward for gifting and experience-led luxurious.
What impressed the collaboration between Moët & Chandon and Pharrell Williams?
It’s our shared values of collective spirit, hope and deep connections which have made this collaboration come to life in essentially the most significant manner. When Pharrell visited Épernay final 12 months, he didn’t simply discover the guts of Moët & Chandon — he skilled the love, dedication and historical past poured into each bottle, which impressed him to collaborate with the Home.
How does this collaboration align with Moët’s legacy of partnering with cultural icons?
We really feel the deep impression of style collaborations. There’s a magnificence in witnessing how they use their artistic power, drawing inspiration from our historical past and who we’re. It nourishes and elevates our model whereas forging significant connections with numerous audiences.
Following the success of our collaborations with visionaries like Yoon, Virgil Abloh and Don C, we’re excited to proceed our journey within the style world we love, mixing creativity, magnificence and innovation to create unforgettable experiences that encourage our shoppers to rejoice life’s most extraordinary moments.
The marketing campaign goals to reimagine the birthday expertise and Moët & Chandon has at all times been synonymous with celebration. How has the model cultivated that identification over time?
Moët & Chandon owns a outstanding skill to unite folks. And celebration is on the coronary heart of Moët & Chandon. It’s extra than simply the champagne — it’s in regards to the sense of pleasure, optimism and the human connections it fosters. Moët & Chandon has at all times been part of life’s most memorable events, from the Golden Globes to the US Open, and now Method 1. We’re dedicated to creating each second — whether or not grand or easy — one thing distinctive. A birthday — crammed with pure pleasure and shared happiness — is essentially the most common and intimate celebration, bringing us along with family members, toasting with a glass of Moët & Chandon to life’s most cherished moments.
What have been a few of the defining design parts that formed the ultimate look of the limited-edition bottle?
At Moët & Chandon, it’s deeply necessary for us to honour our heritage, whereas embracing our “15-minute lead”: it’s all about bridging the previous and the long run, to stay true to our essence whereas connecting with the colourful symbols of as we speak and the always evolving cultural panorama. Pharrell has reimagined the 1892 bow he uncovered in our archives, a logo of our heritage, now featured within the Restricted-Version Assortment we created collectively. This collaboration is a phenomenal union of Moët & Chandon’s timeless savoir-faire and Pharrell’s visionary spirit.
Is that this collaboration a part of a broader technique to diversify your portfolio of collectors’ editions and restricted releases?
This collaboration is all about creating a very numerous vary, making certain there’s an providing for everybody to take pleasure in. Like grasp jewellers, we aspire to create our personal excessive jewelry assortment, the place every bit embodies the savoir-faire, excellence and timeless magnificence that outline Moët & Chandon. These masterpieces are crafted for collectors, lovers and buddies of the Home, all of whom search piece of artwork. Whereas the gathering is restricted — irrespective of the birthday or event — there’s a bottle from this assortment that may elevate any celebration and make it memorable.
With rising shopper curiosity in sustainable luxurious, have been any sustainable practices integrated into the packaging or manufacturing of this version?
For over 20 years, the Home has been devoted to a sequence of initiatives accelerating its efforts to protect nature — lowering its carbon footprint, reimagining its viticultural practices and minimising its consumption of water and power, all with a deep respect for the setting. Since 2009, eco-design has been on the coronary heart of our priorities. We’ve labored intensely to cut back the load of our bottles, making certain they aren’t solely recyclable however rigorously crafted to additional minimise our carbon impression. The gathering’s packaging is created from recycled paper and is totally recyclable, reflecting our dedication to sustainability, similar to all different choices from the Home. To additional shield our treasured ecosystem, Moët & Chandon has launched its world biodiversity program, Natura Nostra. From planting 100km of ecological corridors to dashing up regenerative agriculture, we’re dedicated to utilizing our affect inside the entire Champagne area to foster biodiversity and to guard our soils.
As President of Moët & Chandon, how would you outline the way forward for the luxurious celebration and gifting market?
Luxurious as we speak is about craftsmanship, authenticity and the story behind what you’re having fun with. For me, luxurious is about creating recollections and sharing particular moments with others. Moët & Chandon is completely positioned on this respect, as champagne is one thing that brings folks collectively. It’s not nearly consuming champagne; it’s in regards to the feelings and experiences that include it. And, after all, sharing a glass of champagne with buddies and family members is at all times a luxurious all of us cherish. It’s these easy, lovely moments that make life extraordinary.
Picture courtesy of Official Portraits John Chevalier
What are essentially the most important shifts you might have seen within the luxurious alcohol business?
We carefully monitor adjustments in consumption patterns and the aspirations of our shoppers. Our technique is to proceed innovating to create distinctive champagnes and memorable experiences whereas going through local weather change, which is an simple actuality of our time and a significant problem for our eco-system. Two years in the past, Moët & Chandon has inaugurated Essentia — “our dwelling library” of two,000 historical grape varieties from the Champagne area. By finding out these historic varieties, we’re gaining insights to adapt our vineyards to future situations.
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