Moët & Chandon, Yoon Partners For First-Ever Global Products Collaboration
It’s not everyday that a world renown luxury house announces that it has broken new grounds for itself–let alone one that has over two-and-a-half centuries of history to its name. But with its latest collaboration with Ambush’s co-founder and designer Yoon Ahn, that’s exactly what Moët & Chandon is announcing.
Moët &
Chandon is pleased to announce its first-ever global collaboration with
innovative creator Yoon, for an inspirational product design. The Moët &
Chandon x AMBUSH partnership showcases Yoon’s disruptive creativity and
confirms the desire of the House to connect with the spirit of its time and
stand for the values that speak to today’s generation, while supporting a
charitable cause.
The
partnership not only marks the champagne maker’s first global product
collaboration, it’s also the first time that the iconic Moët Impérial has been
redesigned by a female artist. Plus, in
Having been given carte blanche to re-design the Moët Impérial bottle, what did you set out to do?
It was a
great challenge given its recognisable and iconic codes, but I also saw it as a
great opportunity to bring my own aesthetics to a bottle so well known around
the world. I set out to bring a disruptive freshness. I wanted to conserve some
of the truly iconic codes of the bottle, but I played with colour and label to
make an impact. I 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.
What are
you most proud of about this collaboration?
The balance
of mutual values I managed to achieve for both Ambush and Moët & Chandon.
We found a balance where the design encapsulates my pioneering spirit as a
“rule-breaker”, while maintaining a profound respect for Moët & Chandon’s
time-honored traditions of craftsmanship and transmission of know-how, and a
desire to put contemporary creation in the service of preserving nature.
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Moët & Chandon teams up with Ambush’s Yoon for its first-ever collaborative global campaign |
On my visit
to Epernay, home to Moët & Chandon since 1743, I saw the devotion of its
people to nature and 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. 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.
You’ve said
in interviews that you’d only collaborate on projects that you can connect
with. What was it about this project that made you say yes?
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; I was curious to learn about Moët & Chandon and its champagne-making
heritage. What made this collaboration with a 278-year-old company so
meaningful, was that it was based on a mutual respect, and the desire to tell a
compelling story. That is what makes any collaboration genuine. 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.
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Yoon putting the finishing touches on her design for Moët & Chandon’s iconic Moët Impérial bottle |
That would
be my personal intuition. I always draw from the sources that make me who I am.
Ambush is a small company that has a recognisable touch, which is modern,
diverse and very inclusive, and it speaks to today’s young generation.
Moët & Chandon x Ambush Limited Edition, $75, is exclusively available at 1855 The Bottle Shop Suntec City; and online at 1855thebottleshop.com from 5 March 2021.