Kimi Antonelli stood on the podium at the Belgian Grand Prix, holding the Moët & Chandon Silver Trophy. The scene is a familiar one in Formula 1. A driver, a victory, and the celebratory Jeroboam of champagne. For the second year, Moët & Chandon returned as the title partner for the race at Spa-Francorchamps, continuing a long history with the sport.
This weekend, however, the partnership went deeper than the celebration. As part of a global partnership between LVMH and Formula 1, the experience extended far from the winner's circle. At the heart of the paddock, the group built La Maison LVMH, a space that first appeared in Miami, designed to feel like an elegant artisan’s atelier.
Inside, the world of high performance met high craftsmanship. Louis Vuitton’s Formula 1 Trophy Trunk was on display alongside creations from other partner Maisons. The space was active, with live demonstrations from artisans representing TAG Heuer and Louis Vuitton, showing their craft to guests throughout the race weekend.
A Different Kind of Team
For the first time, a special group of guests were invited inside the ropes. Ten members of LVMH’s Virtuosos program were brought to Spa to experience Formula 1 from the inside. The program is the group’s highest internal distinction, recognizing excellence in creation, craftsmanship, and client experience among its employees.
These artisans and specialists attended practice sessions, explored the paddock, and participated in an exclusive masterclass about the partnership. The goal was to draw a line between their own expertise and the values of Formula 1. It was an exercise in connecting the collective performance of a pit crew with the collaborative work of a watchmaking atelier.