Page 118 - Sharp: The Book For Men SS21

Future Classic
Moët & Chandon and Ambush’s champagne collaboration goes beyond the bottle
By Josh Greenblatt
MOËT & CHANDON evokes heritage, luxury, and a distinctly French sensibility. Ambush, the Japanese fashion brand helmed by Ko- rean–American designer Yoon Ahn, embodies the spirit of youth and rebellion. But, of course, opposites attract. And now, the two seemingly disparate brands have joined forces for a limited-edition bottle of Impérial Moët & Chandon. Ahn, ever the disruptor, updated the iconic bottle with a deep black neck and a new embossed white label, bringing her fresh energy to the 278-year-old champagne house. The collaboration will also support the environment and biodiversity: Moët & Chandon will donate a portion of profits from bottle sales to protecting the threatened Canandé Reserve in the Ecuadorian Chocó Forest.
Here, Ahn tells Sharp about the collaboration, her creative process, and bridging the past and the present through design.
How did this collaboration come to be?
When Moët & Chandon approached me, I was thrilled to be the first artist to redesign the iconic bottle of Moët Impérial, 152 years after its first release in 1869, as well as the bottle of Nectar Impérial Rosé, subject of prior fashion-forward collaborations with impactful designers such as Virgil Abloh and Public School. It was a great challenge, given these bottles’ recognizable and iconic codes, but I also saw it as a great opportunity to bring the essence of the Ambush aesthetic to these iconic champagnes.
On my visit to Épernay, France, 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 — an international conservation charity that protects threat-
ened natural habitats — to receive the support of the house, so that together we could help preserve other terroirs around the world.
More specifically, our collaboration will preserve the Canandé Reserve in the Ecuadorian Chocó, one of the world’s most threatened tropical forests and a place as biodiverse as the Amazon rainforest. The support from our 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.
We’ve seen you work on multiple collaborations in the past few years. How do you choose your partners?
At Ambush, we have always embraced new visions. But we only accept collaborations where we can learn something new. This is indeed my first collaboration with a champagne house. Although champagne is a completely new world for me, I was curious to learn about Moët & Chandon and its champagne-making heritage.
What made this collaboration with a 278-year-old French Maison so meaning- ful was that it was based on a mutual respect and the desire to tell a compelling story. That is what makes any collaboration genuine. And on top of it, it supports a noble cause. It cannot be just about marketing, because today’s consumers are savvy. We have tried to create a new synergy, which is a great way to communicate shared values.
What was the creative process like?
It all started with a trip to Épernay, a little village in the Champagne region, home of Moët & Chandon. It was an eye-opening visit. Walking through the vineyards, I felt a close connection with nature, and I was impressed by how this French house has managed to preserve, for almost three centuries, a unique tradition of champagne-making, and continues to pass on that know-how for the future. I’ve discovered the people’s devotion and their commitment to this art of champagne!
This experience deeply inspired me, and when I went back to my studio to work on the design, I found that the most challenging part was keeping the tra- dition and the most iconic codes of the Moët Impérial and Nectar Impérial Rosé bottles. But I was given carte blanche by Moët & Chandon, and I believe I have created a striking design that is sharp, uncluttered...and very contemporary.
As a designer with a youthful spirit and experimental energy, how did you marry that sensibility with a storied heritage brand like Moët & Chandon?
For me, this collaboration with Moët & Chandon was about bringing out the essence of this iconic champagne through my contemporary creative lens. Mo- dernity, simplicity, and stark contrasts guided my creative vision, and I injected the minimalist aesthetic of Ambush into the design of this capsule collection.
I also think that it was quite a “rule-breaking” move for such a prestigious French maison to associate its name with a modern creative. Offering me such an incredible global platform was daring and pioneering of them, and it was my responsibility to express my philosophy in a genuine way.
What are your fondest memories of Moët & Chandon?
My first memory of sipping Moët & Chandon was with my friends, right after college. We had just gotten our first jobs and we felt like it was the right moment to pop champagne and celebrate.
What considerations went into the package, label, and bottle design?
In my design, I wanted to conserve some of the truly iconic codes of the bottle, like the tie, but I also played with elements like colour and label to make an impact. I drastically changed the colour of the bottle neck from golden to black, and I contrasted it with a new all-white embossed label to produce an eye-catch- ing design that suggests a blank slate, like a window onto a future filled with possibilities for those who dare step forward. It was a strong and impactful move because it allowed me to achieve the clean modernity of stark contrasts, which is at the heart of my designs for Ambush.
What is next for you in 2021 and beyond?
Keep growing as a creator, keep pursuing dreams — and I can’t wait to start travelling again, to appreciate the beauty of the Earth.
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