LOGOTYPE COULEURFOND BLANCNº dossier : 20120475E

Date : 21/02/2013

Validation DA/DC :

Validation Client M30 J70 N25

M100 J80 N10

C40 M40 J40 N100

the g.h.mumm sabre by ross lovegrove

Reviving one of the great champagne rituals with an exceptional contemporary design piece

Sabring champagne: G.H.MUMM revives a tradition which is as spectacular as it is masterly. How ? By inviting internationally acclaimed designer Ross Lovegrove for his interpretation of the sabre… With a futuristic, elegant and masculine panache that is quintessentially G.H.MUMM

sabring: the heart of the champagne protocoles de g.h.mumm

The enjoyment of champagne is surrounded by highly refined rituals, whether chilling the wine to the exact temperature, or using the correct glass. Founded in 1827, G.H.MUMM is the culmination of centuries of expertise, and where these rituals are part of the champagne experience. Sabring is integral to this legacy.The Champagne Protocoles de G.H.MUMM have been created to safeguard authenticity throughout these rituals, but always with a sense of panache and that touch of humour essential to true sharing. These gestures invite 21st century connoisseurs to enjoy champagne in fresh yet authentic ways. Today, G.H.MUMM opens chapter IV – The Art of Sabrage, in collaboration with designer Ross Lovegrove.

when the officers of napoleon’s army celebrated victory…

The champagne sabrage is one of the proud traditions of the Champagne region, and is a vibrant and genuine culture that the House has developed to be its own. “ Sabrage ” made its first appearance with one of G.H.MUMM’s administrators, Alexandre de Bary, in 1875. A fashionable and well-known figure in high society, he would open his renowned dinner parties by expertly sabring the champagne. He had learnt this impressive gesture while serving as an officer in Napoleon’s army. On returning from battle, as a tribute to victory and strength, officers opened champagne bottles with their sabres. Or, more precisely, they would use the spine of the blade, as their impatience led them to break off the neck of the bottle, which at the time was sealed only with string and wax or tar.

« the enjoyment of champagne has always been surrounded by rituals »

g.h.mumm and ross lovegrove: when elegance meets creativity

G.H.MUMM has reinvigorated this iconic tradition by commissioning world-renowned designer Ross Lovegrove to create a contemporary champagne sabre, thus joining two separate worlds: the world of a historic champagne House which is always at the cutting edge of technological progress, and the world of a designer who is recognised as a leader of 21st century aesthetic expression. G.H.MUMM’s refined masculine elegance and the intensity of its champagnes mirror Lovegrove’s design ethos: a profoundly human, sensitive and perfectionist approach, which arouses intense emotions.

“ sabring: an elegant gesture for sensory ceremony ”.

For Ross Lovegrove, sabring is a truly sensory experience. “ It’s one of those magical, forbidden acts that is so poly-sensorial and culturally enriching, ” he remarked after he had sabred a bottle himself for the very first time. Totally seduced by the way that such a seemingly rarified act can become accessible and incredibly elegant, Lovegrove describes the sabrage as “ the bottle itself surrendering to the secret held by so few ”... This symbiosis of internalized pressure, coupled with an assertive but very refined action, creates a release of pleasure and a collective surprise that people yearn to experience. Throughout his work, Lovegrove is drawn to exploring the cult of the object. With the magical sabring ritual, he has responded with a bold, gallant gesture to celebrate a luxurious social ceremony.

« it’s one of those magical, forbidden acts that is so polysensorial and culturally enriching »

Personally signed by Ross Lovegrove, the Deluxe Case by G.H.MUMM will be available in selective outlets in G.H.MUMM main international distribution markets.

a timeless object that inspires touch and sensuality

The G.H.MUMM Sabre is now deeply embedded in the designer’s innovative world. Ross Lovegrove is inspired by the logic and beauty of nature, transforming objects into fluid shapes suffused with optimism and vitality. For the sabring ritual, Lovegrove has created a “ timeless artefact ”, which is reflected in the use of stainless steel selected for its modernity and its “ total endurance and sustainability akin to the champagne itself. ” The Sabre has now become a true artifact, neither a blade nor a sword. As if formed from the gesture itself, its clean-cut design curves upwards towards the straight-edged pommel, whose square end bears both the House’s and designer’s signatures. Designed for left and right handed use, the G.H.MUMM Sabre offers the ultimate balance of weight and mass. It needs only to be held for the designer’s invitation to sabre the champagne bottle to become apparent. The sabre’s flowing, seamless shape suggests restraint and then a moment of revelation. The caress of the blade against the neck of the bottle and then precise impact, which releases the neck and brings the champagne flowing forth.

a stunning sculptural case dedicated to the g.h.mumm sabre by ross lovegrove

As part of this rich experience of sabrage, filled with emotion and excitement, Ross has created a stunning, sculptural case for the G.H.MUMM Sabre. Drawing inspiration from the arts, he has created a piece that resonates with abstract sculpture, enclosing the bottle vertically with its organic form. The inspired combination of smooth white lacquer and a touch of red rubber demonstrate the visionary style of the designer. Inside, the shining steel of the sabre, contrasts with a magnum of the legendary G.H.MUMM Cordon Rouge, creating a feast for the eyes in this limited edition. It is this visionary style, so iconic in his work, which unites the traditional with the contemporary in such a playful, sensory way. Together, he has created an experience of pure elegance, which he describes as “ a metaphor for an age of discreet discovery and innovation, of style and great personal expression ”.

« a metaphor for an age of discreet and discovery innovation of style and great personal expression »

« g.h.mumm’s refined masculine elegance and the intensity of its champagnes mirror ross lovegrove’s style »

g.h.mumm cordon rouge

A true world reference for champagne, G.H.MUMM Cordon Rouge has become the symbol of the House’s excellence and expertise since its creation in 1876. Composed of over 77 crus, each one of its cuvees reflects the prestige and diversity of the Champagne vineyard. Its long and delicate crafting process perpetuates the G.H.MUMM style, a subtle balance of freshness and intensity.

Ross Lovegrove

Ross Lovegrove is a designer and visionary whose work is considered to have stimulated a profound change in the physicality of our three dimensional world. Inspired by the logic and beauty of nature, his designs create a trinity between technology, materials science and intelligent organic form, creating what many industrial leaders see as the new aesthetic expression of the 21st Century. A deeply human and resourceful approach is always embedded in his designs, which project an optimism and innovative vitality into everything he touches, from cameras and cars to trains, aviation and architecture. Born in 1958 in Cardiff, Wales, Ross graduated from Manchester Polytechnic in 1980 with a First Class BA Honours degree in Industrial Design, then took a Master of Design degree at the Royal College of Art, London, in 1983. In the early 80’s he worked as a designer for Frog Design in West Germany on projects such as Walkmans for Sony and computers for Apple Computers, and he then moved to Paris as a consultant to Knoll International, becoming author of the highly successful Alessandri Office System. Invited to join the Atelier de Nimes along with Jean Nouvel and Philippe Stark, consulting to amongst others Cacharel, Louis Vuitton, Hermes and Dupont. He returned to London in 1986 and has completed projects for Airbus Industries, Kartell, Cappellini, Hermes, Moroso, Artemide, Driade, Renault, Apple Computers, Issey Miyake, Vitra, Motorola,Biomega, Yamagiwa Corporation, Tag Heuer, Hackman, Alias, Herman Miller, Japan Airlines and Toyo Ito Architects in Japan. Ross has won numerous international awards including La Medaille de la Ville de Paris and his work has been published extensively and exhibited internationally, including at the Museum of Modern Art and the Guggenheim Museum in New York, the Axis Centre in Japan, the Pompidou Centre in Paris, and the Design Museum in London, where in 1993 he curated the first Permanent Collection.

Design & Art Direction: Ross Lovegrove - Photography & Video: John Ross - Video Edit: Sean Simone - Copyright: John Ross LOGOTYPE COULEURFOND BLANCNº dossier : 20120475E

Date : 21/02/2013

Validation DA/DC :

Validation Client M30 J70 N25

M100 J80 N10

C40 M40 J40 N100

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