Moët & Chandon — Sparkling Seasons — Immersive Exhibition
Overview
Developed for the Business of Luxury course, this project envisioned an immersive exhibition for Moët & Chandon at the Guggenheim Museum. The concept, titled 'Sparkling Seasons – The Moët & Chandon Experience', emphasized the maison's role in elevating celebrations through seasonal storytelling and multisensory design.
Objectives
- Reinforce Moët & Chandon's image as the symbol of celebration
- Create a branded cultural experience
- Merge tradition with innovation in luxury celebrations
Deliverables
- Exhibition layout
- Seasonal installations
- AR/VR integration
- Historical storytelling journey
My Role
- Concept development
- Research
- Spatial planning
- Content strategy
- Narrative design
Product Concept
The exhibition was framed around four seasons of celebration, each linked to a signature Moët cuvée. Guests would move through distinct environments that blended sensory immersion with cultural symbolism, unified by a central champagne bottle installation representing the brand's iconic presence.
Key Activations
Seasonal Environment Design
Four distinct seasonal environments, each linked to a signature Moët cuvée, creating immersive spaces that blend sensory experiences with cultural symbolism.
Central Champagne Installation
A towering champagne bottle centerpiece representing the brand's iconic presence, serving as the unifying element throughout the exhibition journey.
AR/VR Integration
Technology-enhanced storytelling that brings Moët & Chandon's heritage to life through interactive digital experiences and historical narrative journeys.
Impact
The project demonstrated how luxury heritage brands can be reinterpreted through experiential design, merging tradition with innovation. By aligning spatial design, technology, and brand storytelling, the concept positioned Moët & Chandon as both timeless and forward-looking in the world of luxury celebrations.
Moodboard
Translating Moët’s seasonal rituals into immersive experiences
Learning Outcome
This project strengthened my ability to translate brand identity into immersive spatial experiences by combining research, concept development, and narrative design. It provided an opportunity for me to explore my skills in spatial planning and content strategy, as well as experience in crafting a cohesive storyline that aligns with luxury branding. The process deepened my understanding of how environment, storytelling, and consumer engagement can intersect to create meaningful luxury experiences.