Bubble wrap: Champagne is repackaged for the 21st century

25.01.2010 Materials : Drink : Heritage 2.0

London – Black is the new packaging, as a champagne house founded in 1921 is given a 21st-century makeover.

In a move designed to create a new generation of champagne aficionados, Marc Newson has created the Black Box for Dom Pérignon. The new packaging’s design and material – black polycarbonate – cleverly mixes brand heritage with modern sensibilities.

‘It’s an elegant industrial design solution,’ Newson tells LS:N Global. ‘It’s all about the brand heritage and the bottle’s silhouette. As soon as they see it, anyone immediately identifies this as Dom Pérignon.’

The new packaging exemplifies what we call Heritage 2.0: reinventing heritage as a concept based not on history but on innovation. This is described in more detail in our macro market report on luxury.

LS:N Global also notes the authenticity inherent in this collaboration. Newson has worked with Dom Pérignon for more than five years, and the packaging reflects the jet-setting designer’s lifestyle.

Dom Perignon by Marc Newson, UK Dom Perignon by Marc Newson, UK
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