Where luxury meets performance
by Black Flower
To celebrate its partnership with Formula 1, Moët & Chandon collaborated with mci group to transform the Belgian Grand Prix at Spa-Francorchamps into a living expression of luxury performance.
The result was more than a hospitality moment it was a strategic brand experience that elevated Moët & Chandon’s global positioning as a symbol of victory, craftsmanship, and celebration.
Reinforced the Maison’s role as Official Title Sponsor through a high-impact brand environment
Strengthened global brand perception by merging F1 performance with French art de vivre
Designed an exclusive client experience that deepened emotional connection and brand advocacy
Extended the activation through a signature after-race event the Spark Club, featuring DJ Cerrone
In a hyper-competitive luxury landscape, partnership visibility is no longer enough: brands need to create experiences that embody their values.
For Moët & Chandon, Formula 1 was the ideal platform to unite two worlds of excellence: the precision of motorsport and the craftsmanship of champagne.
The strategic opportunity: redefine sponsorship as immersive storytelling, transforming brand presence into brand meaning.
mci group developed a multi-layered hospitality and brand engagement strategy, turning the F1 Paddock Club into a Moët & Chandon universe.
The Suite & Terrace offered a seamless blend of refinement, conviviality, and sensory engagement an environment where guests could feel the Maison’s values of performance and celebration in motion.
The evening experience, the Spark Club, extended that narrative a curated cultural moment that amplified visibility, emotion, and brand equity long after race day.
Strategic design transforming sponsorship into an owned brand platform
Premium guest curation aligning high-value audiences with the Maison’s global network
Bespoke architectural and sensory design expressing Moët & Chandon’s DNA
Signature after-race event connecting culture, music, and luxury lifestyle
