Between now and Nov. 20, Moët & Chandon is running a Chicago-based out-of-home and interactive campaign to promote new, limited-edition bottles of Moët Nectar Imperial Rosé Champagne designed by Virgil Abloh.
Abloh — who has been the artistic director of Louis Vuitton's men's wear collection since March of this year, in addition to being CEO of his Milan-based fashion house Off-White — designed an all-white-top version of the rosé’s normally gold-topped bottle, bearing the playfully meant message “Do Not Drop.”
For the campaign, bus shelters throughout Chicago — Abloh’s home town — are featuring posters of the designer bottles, and have been custom-wrapped in tape bearing another joking message, "For Display Only."
In addition, on Nov. 2 only (until 5 p.m. Central time), fans were invited to stop by one of three designated bus shelters to collect samples of “Do Not Drop” adhesive tape, available through pop-up dispensers. (A ready-made Instagram opportunity.)
One natural connection between the designer and the Champagne brand: Moët is part of the LVMH group, which also houses Louis Vuitton.
The limited-edition 750-milliliter bottle of Moët Nectar Imperial Rosé — the top-selling rosé champagne brand in the U.S. — is being sold for about $65 in select stores in New York, Miami, L.A., Atlanta, and Chicago, and online at Close19.com.