Piper Heidsieck - Rosé Sauvage by Viktor and Rolf

One of my most favorite designs:

“How do you do something new with something timeless? We had only one answer: reverse the proportions” This is how the two Dutch fashion designers Viktor & Rolf express it. For in fact, if there is indeed a domain in which tradition reigns, it is that of champagne. 

So the designers kept all the traditional graphic features of champagne (bottle, cork, ice bucket, glass, and labels) but thought that if champagne could turn one’s head, it was only necessary to reverse all these visual elements to amplify this impression, and especially to differentiate the Piper Heidsieck brand from its competitors by recreating the packaging of the champagne.

The idea of working with such an exciting signature as Viktor & Rolf is born from a strategic and creative design management partnership between Piper Heidsieck and BETC Design. The bottles of Pieper Heidsieck Rosé Sauvage signed by Viktor & Rolf were launched on the market at the end of October 2007 in several duty free shops and in exclusive bars and wine bars. This is therefore a limited-time edition. 

The glass bottles are covered by a sleeve produced by Sleever International, a leading global company in this very innovative area of packaging design."

Comments

[Yael Miller]

A nice design combining traditional European heritage with a couple modern touches to bring it up to date.

I can't see how this bottle stands upside down - even in the clear box. The center of gravity is still way too high up, making this set to fall over.

[awesomerobot]

Take that usability!

[Christina M Peterson]

Agree with Yael. I don't think it is possible. Looks like a little photoshop magic to me. Would love to see a photo on shelf.

[Jason Nockels]

This makes me feel uneasy for some reason. I can't say im a fan

[Jordan Jelev - TheLabelmaker]

I get upset from those upside down designs:-)))Anyway it is an untraditional idea for me - like it.Also agree with yeal - how does the bottle stand this way?Probably the box is from thick plastic and got some holders inside it.

[Brianna]

I am sorry but this is almost an insult for packaging engineers. Really its not innovative to turn a package upside-down. When people do something like this and think they are brilliant, and really there is no reference here on how the package even works. Does the champange pour out of the bottom or do you flip it back to right side up to pour it, if thats the case then what was possibly the point of turning it upside-down in the first place? Maybe fashion designers should stick to designing clothes....

[Juanel]

I feel like being unconventional today - we'll start a revolution! Catch them all off-guard! We'll change the way people see champagne, the way they see packaging, NO - the way they see THEMSELVES! And this is how we're gonna do it: (insert glorious whisper)... we TURN the bottle UPSIDE DOWN!

[AJIRAcreative]

I agree. Too top heavy. It's bound to fall over. I'm wondering what other mechanism they're using, because it just looks like PS magic right now.