Moët: Luxury Vending Experiences
Brand Research | Creative Direction | Art Direction | Graphic Development | Manufacturing Liaison
Direction: Bring Moët Hennessy’s iconic elegance into unexpected spaces—such as luxury hotels, high-end retail environments, and exclusive event venues—through an innovative interactive vending experience. The goal was to transform a typically utilitarian format into a premium, engaging brand touchpoint that drives on-the-spot purchases without compromising luxury perception.
Design: Grounded the concept in consumer behavior insights to engineer a venue-adaptable system combining high visual impact with intuitive interaction. Designed dynamic content zones for seamless messaging shifts tailored to seasonal campaigns or location-specific events, while selecting materials that reflected Moët's luxury identity and met rigorous durability standards. Managed the complete lifecycle from concept through production by coordinating closely with domestic and offshore vendors to optimize visual quality, user experience, and operational efficiency.
Dividend: Successfully delivered a groundbreaking retail innovation that expanded Moët's footprint into new experiential channels. The initiative reinforced brand exclusivity while driving commercial engagement, proving that smart design leadership can elevate unexpected formats into seamless, high-end consumer journeys.
MOËT & CHANDON: PLAY MOËT
An Interactive Champagne Vending Experience
The Play Moët experience brings the world of Moët & Chandon into a new kind of hotel retail environment—turning the simple act of purchasing a single-serve bottle into an interactive brand experience.
Designed for premium hospitality environments, the experience begins before the consumer ever reaches the machine. Through the hotel experience or digital locator, guests can discover where the Play Moët vending machine is located and make their way to the experience.
Once there, the machine becomes a piece of interactive Moët & Chandon theater: a faceted, illuminated structure wrapped in iconic Moët & Chandon branding, featuring a large interactive screen that responds as the consumer approaches.
The experience moves from discovery, to play, to selection, to purchase, to celebration.
PLAY MOËT INTERACTIVE FLOW OVERVIEW
A. FIND: The journey begins in the hotel, where guests can use a digital locator or hotel touchpoint to discover the location of the Play Moët machine and seek out the experience.
B. ENGAGE: As guests approach the machine, champagne bubbles animate across the large interactive screen, revealing the letters M, O, Ë, T before coming together as PLAY MOËT. The machine recognizes their presence and transforms from a branded object into an interactive experience.
C. PLAY: Guests explore the available 187.5 mL Moët & Chandon Piccolo offerings, selecting their preferred expression and quantity through an intuitive touchscreen experience. Product imagery, animation, and brand storytelling make the selection process feel like part of the celebration.
D. VERIFY: Once a selection is made, guests are prompted to complete age verification with a quick ID scan. Successful verification unlocks the purchase experience and triggers another celebratory Play Moët visual moment.
E. PURCHASE & DELIVER: Guests select their preferred payment method, including hotel room charge where available or major credit/debit cards. Once the purchase is complete, the machine gently lowers the bottles into the dispensing bin—designed to accommodate up to four bottles while minimizing movement during delivery.
F. CLOSE & SHARE: The experience ends with a final Moët & Chandon thank-you animation inviting guests to discover more through the Moët website and share their experience socially using #PlayMoet. The consumer leaves not simply with a bottle, but with a memorable Play Moët moment.
INTERACTIVE EXPERIENCE SCRIPT
A. FIND — Discover Play Moët
The experience begins through the hotel environment or a digital locator, allowing guests to discover where the Play Moët machine is located.
The machine can be positioned in high-end hotel environments where guests are already looking for premium experiences, whether returning to their room, preparing for an evening out, or celebrating a special occasion.
The message is simple:
FIND PLAY MOËT.
As the guest approaches, the machine immediately begins to attract attention.
B. ENGAGE — Enter the World of Play Moët
From a distance, the large interactive screen is alive with a field of champagne bubbles.
The bubbles drift, rise and interact with the surface of the screen. As they move, individual bubbles reveal the letters: M, O, Ë, T
As the consumer steps closer, the bubbles begin responding to their movement.
The screen comes alive.
ON SCREEN: PLAY MOËT
The words animate into the screen, transitioning seamlessly into the interactive purchase interface.
C. PLAY — Choose Your Moët
The interactive purchase screen introduces the available 187.5 mL Piccolo bottles, creating an easy-to-navigate selection experience.
The consumer can select the number of bottles they would like and explore the available expressions featured in the program.
ON SCREEN: CHOOSE YOUR MOËT [Available Moët & Chandon Expressions], then 1, 2, 3 OR 4 BOTTLES
The screen can bring each bottle to life with subtle animation, allowing guests to explore the available selections before making their choice.
For example, the interface may feature:
Moët Impérial, Rosé Impérial, Nectar Impérial Rosé (and new flavor introductions)
The exact selection should be programmed according to the products and 187.5 mL formats participating in the vending program.
D. VERIFY — Raise the Curtain
Once the consumer has made a selection, the experience transitions naturally into age verification.
ON SCREEN: ONE QUICK STEP BEFORE WE PLAY. PLEASE VERIFY YOUR AGE
The consumer is prompted to scan their identification using the machine's integrated ID verification system.
As the ID is scanned and verified, the interface unlocks with a celebratory visual transition.
Bubbles fill the screen.
ON SCREEN: WELCOME TO PLAY MOËT
Before payment, the screen delivers another immersive Play Moët brand moment.
The display becomes cinematic—moving bubbles, Moët & Chandon branding and product imagery create a brief celebration around the consumer's selection.
The experience reinforces the idea that this is more than a vending machine.
ON SCREEN: PLAY MOËT.
The consumer's selected bottles appear within the animation before transitioning into the payment interface.
E1. PURCHASE — Your Moët, Your Way
The consumer is presented with available payment options.
ON SCREEN: CHOOSE HOW TO PAY: CHARGE TO YOUR ROOM (Available at participating hotels) or CREDIT / DEBIT CARD
The interface confirms the selected products, quantity and total before the consumer completes the transaction.
ON SCREEN: READY TO PLAY? PLEASE CONFIRM YOUR PURCHASE
E2. DELIVER — Handle With Care
Following payment, the machine prepares the order.
Rather than dropping the bottles into the dispensing area, the vending system gently lowers each bottle into the dispensing bin, minimizing movement during delivery.
The bin can accommodate up to four bottles at once, allowing guests purchasing multiple Piccolos to receive their complete order together.
ON SCREEN: YOUR MOËT IS ON ITS WAY.
As the bottles are gently delivered, subtle champagne bubble animations follow their movement on screen.
The experience creates a satisfying final moment as the consumer opens the dispensing compartment and retrieves their Moët & Chandon.
F. CLOSE — Thank You for Playing
Once the transaction is complete, the large interactive screen returns to an elegant Moët & Chandon visual.
The bubbles gradually gather together to reveal:
ON SCREEN: THANK YOU FOR PLAYING. PLAY MOËT, SHARE YOUR MOMENT
A QR code appears alongside a prompt inviting consumers to visit the Moët & Chandon website.
ON SCREEN: DISCOVER MORE FROM MOËT & CHANDON, SCAN TO EXPLORE
ON SCREEN: SHARE YOUR MOËT MOMENT: #PLAYMOET
The final screen can also carry the brand's standard responsible-drinking messaging, consistent with Moët & Chandon's current consumer-facing communications.
ON SCREEN: PLAY MOËT.