Bottoms up: Ross Lovegrove redesigns Mumm's Grand Cordon

Ross Lovegrove
Welsh industrial designer Ross Lovegrove has reimagined Mumm’s Grand Cordon, to celebrate the design’s 140th anniversary
(Image credit: Michael Ainscough)

In 1876, Georges Hermann Mumm decorated the bottles for his namesake champagne brand with a red sash, inspired by the French Legion D’Honneur’s ‘Grand Cordon’. Mumm chose France’s highest civilian award to celebrate his product, a sign which is still at the core of the brand’s identity.

To celebrate the design’s 140th anniversary, the company enlisted Ross Lovegrove, who was tasked with reinventing the Mumm Grand Cordon while keeping its identity alive.

Dubbed the ‘ultimate icon of celebration’, the iconic bottle gets a rather revolutionary makeover for a champagne product. Lovegrove got rid of the traditional label, printing the emblem and logos directly on the glass; while another new feature is the bottle’s peculiar neck (longer than a normal champagne vessel’s), designed to complement the aromas of the Cordon Rouge Cuvée.

But Lovegrove’s biggest design revolution lies in the construction of the bottle: the sash takes centre stage, becoming a three-dimensional feature embossed into the glass. A technological feat, the new cordon looks back at the origins of the design, while giving it a contemporary, respectful makeover. ‘As a Welsh guy,’ comments Lovegrove, ‘I wanted to shake up an icon of French luxury.’ Mission accomplished.


Photography: Michael Ainscough

Rosa Bertoli was born in Udine, Italy, and now lives in London. Since 2014, she has been the Design Editor of Wallpaper*, where she oversees design content for the print and online editions, as well as special editorial projects. Through her role at Wallpaper*, she has written extensively about all areas of design. Rosa has been speaker and moderator for various design talks and conferences including London Craft Week, Maison & Objet, The Italian Cultural Institute (London), Clippings, Zaha Hadid Design, Kartell and Frieze Art Fair. Rosa has been on judging panels for the Chart Architecture Award, the Dutch Design Awards and the DesignGuild Marks. She has written for numerous English and Italian language publications, and worked as a content and communication consultant for fashion and design brands.