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April 6, 2008

Moët lights up London with Fashion Week spectacular

Champagne legend Moët & Chandon will make a major live brand statement on Sunday (16 September) with its Evening of the Moët Mirage, celebrating 10 years of association with London Fashion Week, during which it plans to illuminate the skies of London.

Expected to be visible from two miles away, the evening unveils a dramatic spectacle presenting a specific art installation, created by artist Usman Haque, commissioned by Moët & Chandon. Built in the grounds of Holland Park during the day, the installation will be released up to 100 meters into the sky at 7.43pm marking the year 1743 when Moët & Chandon founder Claude Moët was born.

Skyscraper: What Haque's Moët masterpiece should look like…

People are invited to come and enjoy their own picnics in the gardens of Holland Park during the day, and to watch the spectacle being unveiled in the evening. Under the guidance of the artist, up to 100 spectators will be able to help control the installation from the ground. Londoners will be invited by Haque to hold the rods and lines that will steer and control the unique piece of sky art.

At the same time as the art installation is unveiled, the Opera House in the centre of Holland Park will host a private party in its honour and to celebrate London Fashion Week’s 10th anniversary.

The overall event concept and planning of the party are the result of more than six months' work by Moët & Chandon and Out Of The Blue Communications. The theme of the party will be a contemporary version of a mid 18th-century golden pleasure garden, and it will play host to the cream of the fashion world. The 18th century witnessed a period of unprecedented prosperity of entertaining, pioneering art, architecture and visionary inventions in England and France. Hot Air Balloons, pleasure gardens and the founding of champagne house Moët & Chandon were three such manifestations of this.

Pleasure gardens were a popular way to entertain in high society. Orchestras played, fountains splashed, ladies could walk unaccompanied, coloured lights covered the walkways, firework displays were held, and champagne was being poured for the first time, as it no doubt will again on Sunday evening.

The creative concept of the evening is drawn from the symmetrical geometry of fabulous gardens and beautiful gilded mirrors of the time. There will be three distinct environments within the opera house. The main party space will be held within the borders of a golden woodland framed with walkways; behind a huge ornate mirror there’ll be an opulent banqueting feast; while outside guests will find themselves in a gothic fairground of carousel horses, providing a haunting backdrop.

“We want to highlight our 10th anniversary with London Fashion Week by creating something fabulous for Londoners,” said Caroline Warner, UK brand director at Moët & Chandon. “London Fashion Week brings such a wonderful energy to the city, but can only really be enjoyed by the fashion elite. We’ve been inspired by this energy to create something that everyone can be part of. We’ll be capturing the flair and creativity of London Fashion Week with our Evening of the Moët Mirage.”

The event not only connects Moët & Chandon to millions of Londoners, but also pushes the London Fashion Week brand, so naturally Hilary Riva, chief executive of the British Fashion Council, was delighted.

“We are very happy to be able to celebrate Moët’s longstanding support with what will be a magnificent evening, giving all Londoners the opportunity to celebrate the incredible design talent we have in London,” she said. “London Fashion Week is a landmark event for London that showcases the country’s best talent and re-affirms London’s title as THE most creative of the fashion capitals.”

Meanwhile, the artist Haque was grateful to be given the chance to ply his art in such a massive and visible way. “We are happy to work with a sponsor who is enthusiastic in supporting innovative large-scale public space art work and artistic vision,” he said.

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