Virgil Abloh's Moët Collaboration Goes The Cool Kid Route With Free Tape Dispensaries
"DO NOT DROP" tape will be provided to the fashion-forward folks of Chicago for 24 hours only.
Virgil Abloh's collaboration with Moët & Chandon is pivoting towards an interactive leg thanks to an unveiling of custom-wrapped bus shelters (stops) with the Abloh's signature "DO NOT DROP" tape.
From Friday (Nov. 2) to Nov. 20, those in the Chicago area can stop by a bus stop and find them decked out with Abloh's design. Bus shelters wrapped with Abloh's signature design include the Art Institute of Chicago with two additional placements in the Chicago neighborhoods of Printer's Row and near Greektown. Abloh previously announced the limited-release of the brand's first-ever liquor brand collaboration in September.
The free tape dispensaries will be available from 9AM-5PM today. Abloh previously spoke with Harper's Bazar about the idea behind the design. In addition to staying true to Moët's timeless legacy, the designer wanted to make the design as treasurable as possible.
"I was inspired by the idea of what champagne means. How it can be symbolic of an achievement, a celebration, it has a sort of upper-echelon emotion attached to it," he explained. "So the design I applied to it, as a figure of speech in a way, in my voice, using Helvetica and quotes, to say... treasure the moment, "do not drop," it's fragile. That was a way to, in contemporary speak, merge these two ideas together."
The 750ml “ready-to-wear” design can be purchased for $60 at retailers nationwide, as well as online at Clos19.com. The 38-year old happily celebrated the new partnership last month at New York City’s New Museum.
Check out the sleek design below.