To commemorate Champagne Day 2024, a cross-cultural exchange took place in Epernay, the capital of the Champagne region. To celebrate endless creativity in craftsmanship, Moët & Chandon invited some of Africa’s most prominent creative talents to explore the iconic brand’s heritage, artistry and savoir-faire. The seven creators include Thebe Magugu, Banke Kuku, Aisha Ayensu, Mahine Sef, Lyra Aoko, Mtani Nyamakababi and Youssra Nichane. Ranging from fashion, design, music and photography, each of these talents represents a commitment to African craft and creativity.
For this creative collective, the trip was an opportunity to immerse themselves in the world of Moët & Chandon, a brand that balances luxury with centuries-old craftsmanship. Even before they set foot on the estate or drank a glass of champagne, they were struck by the wonders of Moët & Chandon. “My first impression of Epernay was one of timeless elegance,” says Mahine Sef, a Cameroonian photographer, videographer and music producer who has worked with some of the top artists in African music. . “Moët & Chandon Estate, in particular, struck me as a place where tradition and innovation come together beautifully.” Mutani Nyamakababi, founder of the Tanzanian brand Mutani Bespoke Clothing, echoed this sentiment. said he was immediately struck by Rue Champagne, which has centuries of winemaking history. “The cellar, where millions of bottles are elegantly aged, was particularly impressive – miles of tunnels where you can expect exceptional craftsmanship,” he explains. He knows first-hand after exploring 18 miles of these amazing cellars. Award-winning South African designer Thebe Magugu said: “It’s amazing how the brand has been around since 1743, and it takes a certain level of success for it to be even more relevant in 2024. Continued preservation and education is necessary,” he added.
The trip also resulted in an emotional and cultural exchange underpinned by the Moët & Chandon tradition. For Banke, the man behind the venerable Nigerian brand Banke Kuku Boutique, the experience felt almost surreal. “When you step into the grounds, it feels like the world slows down,” she said. Aisha Ayens, founder of Ghanaian fashion house Christy Brown, was similarly awed by the chateau’s stunning architecture and sense of history conveyed through its walls. “The atmosphere felt luxurious and inviting,” she says, immediately recalling the relationship between tradition and innovation, a theme that defines Moët & Chandon.
Yusra Nishaan, founder of Morocco-based Dihian Jewellery, has announced that signature pieces created by the embroiderers of Atelier Baquet Molinier will be featured in the Memories of Tomorrow exhibition, showcasing the rich tradition and savoir-faire of Moët & Chandon. I was deeply inspired. She highlighted that exploring the meticulous work of the house’s contemporary artisans was a standout moment for her, calling the collaboration “a true reflection of where craftsmanship and history meet.” Expressing. This experience not only deepened her appreciation of the artistry involved, but also reinforced the importance of preserving and celebrating traditional techniques in contemporary design.
In addition, creators had the opportunity to learn, network, and inspire each other. Photographer Laila Aoko aptly said: “It was a great opportunity to live my best life, examine my art, and connect with the best artisans and women.”
It’s no surprise that the House of Moët & Chandon has had a huge influence on these prolific creators. Through close encounters with tradition and craftsmanship proudly on display, each talent carries with them new inspiration for their creative journey, which in some way shapes their view of craftsmanship, luxury and craft. I realized that. What stood out most to Lyra was the seamless collaboration across the brand. “Every detail, from the selection of grapes to the artistry of bottle making, reflects a shared commitment to excellence,” she says. For Mutani, it was Moët & Chandon’s meticulous attention to detail and dedication to quality while producing millions of bottles each year. “Their strategy has been carefully crafted over centuries to maintain their position as one of the world’s most prestigious champagne brands,” he said. “This has inspired me to focus even more on excellence in my craft and to build a tradition that will be maintained and refined over the years, ensuring longevity.” In addition, we reflected on the intentionality behind everything Moët & Chandon does. “Visiting this estate, especially the beautiful Trianon, Orangerie and Château de Sarans, helped me understand the importance of asking ‘why’ in the creative process,” she said.
In the case of Moët & Chandon, this orientation is unmistakably expressed in its savoir-faire, the art of knowing. For such a luxury brand, continuous expertise is the basis of tradition. “I discovered the savoir-faire of Moët & Chandon and realized the endless possibilities of craftsmanship,” says Yusra. Aisha adds: It’s important to capture the essence of sophistication while staying true to the story behind each piece,” she continues. Both women were clearly inspired. Yusra wanted to create a Moroccan piece inspired by the three grape varieties used in the bottle of Moët & Chandon Brut Imperial. This is a design that has never been seen before in Moroccan jewelry, and Aisha is working with the Christie Brown team to create the piece. It combines traditional Ghanaian techniques with modern savoir-faire.
Thebe also draws parallels between his work as a designer and the artistry behind Moët & Chandon. “It’s a meticulously calculated process, and I think this idea of showing our culture in a respectful way is the same with Moët.” “It takes a certain level of respect, know-how and talent to do that,” he says. The commonality here was not only the reflection of savoir-faire in their own work. Another important connection was between France and Africa and the values these cultures share. Mahine points out the complementary differences between French and African craftsmanship. “Both cultures share a deep respect for tradition and a commitment to excellence,” he explains. “But while the French approach often emphasizes sophistication and precision, African craftsmanship celebrates boldness and storytelling.” Laila agrees, noting that these similarities are rooted in a sense of community, a sense of food He said it is rooted in a shared passion and the pride both cultures take in their work. “We’re both loud and proud of expressing our heritage through art, but the difference is in the approach,” she explains. “The French have centuries of experience with a more structured system, which gives their craftsmanship a refined touch. In contrast, African craftsmen have limited They often work with resources, which pushes their creativity to new heights, making them more vibrant and more colorful.”Mtani says French crafts are steeped in tradition but remain adaptable. I am adding to this by mentioning that “Seeing the care that goes into making Champagne has helped me develop the same level of precision and patience in my own production process. “I see it not only as a means to an end, but also as a form of art that requires the same careful nurturing and respect for the material,” he said.
It’s difficult to sum up a trip of this magnitude. This not only highlights the values of tradition, community and excellence that are common to both African and French culture, but also demonstrates how cross-cultural exchange can generate new perspectives. did. Mahine says, “One of the aspects that stood out to me is that while we value tradition, we always have a desire to innovate.” Respecting the past while embracing the future is part of Moët & Chandon’s success, as is our desire to innovate and collaborate. Thebe says it is important to balance tradition and modernity in order to keep cultural elements relevant to younger generations. “I always say: Culture and history are preserved by injecting innovation and modernity. Otherwise, especially the younger generation, who are the custodians of the future, will be left behind,” he explains. I will.
In view of celebrating the upcoming Champagne Day in eight African countries, this cross-cultural exchange highlighted Moët & Chandon’s rich heritage and fostered connections between African and French craftsmanship.
About Moët & Chandon
Moët & Chandon was founded in 1743 by Claude Moët and brought to international fame by his descendant, Jean-Remy Moët, who dreamed of “sharing the effervescence of champagne with the world.” From the Royal Court to the red carpet, Studio 54 to the Grand Slam, Moët & Chandon has brought people together around thrilling and special moments. With the largest and most diverse vineyards in the region, the Maison offers a universal and versatile portfolio of Champagnes to suit every occasion and taste. Each loveable white and rosé creation seduces, delights and surprises with a wide range of flavors and aromas, from the iconic Moët Imperial to the sophisticated Grand Vintage Collection, from the refreshing Moët Ice Imperial to the gentle Nectar Imperial. is expressed. The breadth of its terroir. Through Natura Nostra, Moët & Chandon’s long-term sustainability program, the Maison is committed to protecting the region’s biodiversity, and since 2009, Moët & Chandon has supported philanthropy through Toasts for a Cause. We also support For nearly three centuries, Moët & Chandon has been the champagne of choice to commemorate both important historical events and personal celebrations, adding bubbly sparkle to every toast.
