The Elevation Lounge by Moët & Chandon arrives in Singapore with a striking image: a hot-air balloon shaped like a cork, inflated against the skyline during race week. It’s a bold piece of theatre, but it is also a reminder of something older. For decades, Moët bottles have been present at the very moments that gave motorsport its most famous ritual—the spray of champagne on the podium.
The connection stretches back to 1950, when Juan Manuel Fangio was handed a Jeroboam of Moët & Chandon after his French Grand Prix win. The first spray came later, by accident, at Le Mans in 1966, when Swiss driver Jo Siffert’s overheated bottle burst. A year on, American driver Dan Gurney made it deliberate—shaking and spraying a magnum of Moët. By 1969, Jackie Stewart had brought the gesture to Formula 1, cementing the association between victory and champagne showers. Moët didn’t invent the spray, but its bottles were there at the birth of the tradition, and that history is what the brand is now drawing back into focus.
Why Singapore, Why Now
Formula 1 has no shortage of glamorous destinations: Monaco’s harbours, Monza’s speed, Silverstone’s heritage. But Singapore’s race offers something different. As the only full night race on the calendar, it transforms the city itself into a lit-up theatre, where racing shares the stage with concerts, parties, and a carnival-like atmosphere. For a champagne house built on spectacle and celebration, this is a natural fit.
Moët & Chandon’s return as the Official Champagne of Formula 1 coincides with the sport’s 75th anniversary and its deepening partnership with LVMH. Anchoring its comeback in Singapore positions the brand at the intersection of racing prestige and high-energy nightlife, a statement that champagne belongs not just at the finish line, but at every celebratory turn of the weekend
The Elevation Lounge Experience
At the heart of the campaign is The Elevation Lounge by Moët & Chandon, a temporary space open from 3 to 5 October. The headline attraction is the oversized cork-shaped hot-air balloon, a literal emblem of what seals every bottle. Alongside it sits a summer kiosk-style bar serving Moët chilled and paired with light French-inspired fare. Visitors can explore the brand’s heritage walls, signed bottles, archival stories, and nods to motorsport history, before watching the balloon’s inflation each evening, a spectacle in itself.
There is also a culinary collaboration with SUSHISAMBA Singapore, known for its fusion of Japanese, Brazilian, and Peruvian flavours. The pop-up offers signature bites such as shrimp tempura and sushi rolls paired with Moët, while samba performances and DJ sets turn the lounge into a lively night-time hub. For a brand often associated with exclusive hospitality suites, the decision to open this experience to the public feels like a deliberate widening of the circle of celebration.
Beyond the Pop-Up: A Legacy Reclaimed
The champagne spray ritual may now feel as old as Formula 1 itself, but its beginnings were accidental, even playful. Drivers made the act spontaneous; Moët provided the bottles. Together, they created an image that endures on broadcasts and in memory. With its return to the podium, Moët & Chandon is making a quiet but pointed claim: that when people think of champagne in motorsport, they are already thinking of Moët.
In Singapore, Moët & Chandon turns that message into spectacle—lifting it above the skyline, pushing it across social feeds, and retelling it through the very objects that began the tradition. The Elevation Lounge by Moët & Chandon is both pop-up and reminder: that celebrations, however choreographed they may now feel, began with an unplanned burst of bubbles and a driver who decided to make it fun
