Context & Challenge

For 75 years, Moët & Chandon has been part of Formula 1’s most legendary moments — from Fangio to Prost and Senna. The Maison pioneered the champagne podium ritual in 1950, becoming synonymous with the euphoria of victory. The challenge was to reinvent this iconic celebration, restoring its human dimension and making every post-race moment more intimate, meaningful, and connected, while honoring the Maison’s prestige and heritage.

Design & Execution

We reimagined the entire post-race experience — from the checked flag to the Cool-Down Room — redesigning the podium and introducing new spaces for shared emotion, including a dramatic Victory Corridor that heightens anticipation and elevates the broadcast moment. The redesigned Cool-Down Room enhances the viewing experience while subtly positioning the brand at the heart of drivers’ most authentic exchanges. The podium becomes a stage for collective joy, shifting the focus from individual triumph to togetherness. Across parc ferme, the mixed zone, trackside, and podium, Moët & Chandon now signs every victory with warmth and prestige, reaffirming its role as the ultimate icon of celebration and its historic bond with Formula 1.