Formula 1 has long been considered the pinnacle of motorsports & racing, but with changes in regulation coupled with an increasing sense of environmental responsibility, it has become clear that the sport’s days in it’s current format are numbered.
The rise in popularity – and more importantly usage – of electric cars, has prompted the birth of a new Formula-racing format Formula E; the world’s first all-electric racing series.
After many years at the helm of Forumla 1, the champions of celebration & progression of new ideas, Maison Mumm has moved their historic podium celebration to this new electric format, as the Official Champagne Partner of the FIA Formula E Championship. This partnership was crowned by unveiling the Mumm Grand Cordon, showcased during last weekend’s Paris ePrix.
Mumm welcomed 200 guests to live this unique moment; to wind up the Parisian Eprix, Maison Mumm celebrated the achievement of Lucas Di Grassi by owning the podium and this moment of victory.
MUMM GRAND CORDON
Created by multi-award-winning designer Ross Lovegrove, perhaps the most eye-catching feature of the Mumm Grand Cordon bottle is its reinterpretation of the famous Cordon Rouge red sash, which is celebrating its 140th anniversary this year. This emblem of excellence dates back to 1876, when Mumm founder Georges Hermann Mumm had the idea of decorating selected champagnes with the red ribbon of the Légion d’Honneur, France’s highest civilian award.
Breaking with convention, the bottle has no front label – instead, the G.H. Mumm signature and eagle emblem are printed in gold directly on the glass. On Mumm Grand Cordon, the red sash is transformed into a genuine red ribbon, which is actually indented in the glass.
“Mumm wanted to break the champagne codes. To me, design should always push barriers and challenge tradition, and as a Welsh guy I wanted to shake up an icon of French luxury.”
~ Ross Lovegrove
In truth it’s very apt timing; for both the arrival of Formula E and with the introduction of a new ‘visage’ for the brand that has been eponymous with the Champagne celebration. The two interests combined in Paris to great effect, heralding the arrival of a new format of entertainment – and it’s electrifying.
Mumm.com
