G.H Mumm is opening the world’s first ‘Very Important Moment’ Champagne Lounge: a luxury space where entry is given not based on a name, but a moment to celebrate.
Research reveals that nearly two thirds (62%) choose to celebrate moments with champagne, but 36% wish they did more to mark life’s smaller milestones.
Those eager to make it on the guestlist simply need to submit their chosen moment to receive the full V.I.M. treatment with complimentary champagne, snacks and bespoke gifts.
Christmas and New Year’s may be fast approaching but a new champagne lounge is encouraging Brits to celebrate more occasions outside of the festive season, birthdays and weddings!
Luxury champagne house, G.H. Mumm has created the world’s first VIM (Very Important Moment) Champagne Lounge – a space where it isn’t your name that will get you on the guest list, but an important moment in your life you wouldn’t usually take the time to toast.
According to research from the brand, over a third of Brits (36% ) wish they did more to celebrate less traditional milestones in their lives, with over a half (64%) admitting that taking the time to do so makes these moments more special.
Opening in partnership with London-based jewellery brand, Otiumberg, the VIM Champagne Lounge from G.H. Mumm will encourage Brits to take the time to properly celebrate these moments in their lives, whether it’s completing a marathon, starting their first side hustle, or getting promoted.
Those that gain access to the Lounge will be given the full VIM treatment once inside, with complimentary G.H. Mumm champagne – one of the most popular ways to celebrate for the majority of Brits (62%) – along with a bespoke commemorative Otiumberg gift and other treats.
To get yourself and two friends onto the exclusive guestlist for the VIM Champagne Lounge opening on Saturday 16th and Sunday 17thNovember only in the heart of Soho, you must submit your moment to celebrate, or a missed one from earlier this year.
Lucy Bearman, Wine & Champagne Portfolio Director at Pernod Ricard UK, commented: “Champagne is often pigeon-holed into celebrating the big set piece moments in our calendar and yet there are so many small wins, achievements and milestones in our lives that deserve their moment in the spotlight!
“The VIM Champagne Lounge is our chance to show people how great it feels to properly commemorate the many modern milestones happening in our lives all the time. A space where the moments are the moment. We can’t wait to pop some bottles and celebrate.”
The top 10 moments Brits think should be celebrated more with champagne include job promotions (19%), friendship group reunions (14%), finishing projects at work (11%) and girls’ nights out (10%), with the popping of the cork (28%) and being with loved ones (23%) contributing to a feeling of celebration.
Guests at the Lounge will have a consultation with Otiumberg to personalise a beautiful necklace, which will be available in gold vermeil or silver and those celebrating will be able to select a name or word to go on the pendant.
G.H. Mumm is a brand for trailblazers – those that are paving the way forward in their personal journeys, much like co-founders of Otiumberg and sisters, Rosanna and Christie Wollenberg who have created a brand that is rooted in sustainability and personalisation.
Rosanna Wollenberg from Otiumberg, said: “We believe in the power of jewellery to link us to the bonds that matter—energetic connections with others and with ourselves. Jewellery tethers us to connections that surpass words; and as a sister-led brand, these unspoken bonds and authentic connections are a guiding spirit and instinctual philosophy. We are therefore delighted to craft these bespoke pieces for the G.H. Mumm event and offer guests a special token to commemorate their significant milestone, no matter what that may be.’
Guestlist to the G.H. Mumm V.I.M. Lounge will open from 6th November at 10am on Eventbrite. Simply submit your name with your chosen moment to celebrate and the number of guests that you will bring, and you will receive your invitation to the Lounge on 16th and 17th November from 1 to 6pm at 31 Great Windmill St, London W1D 7LW.
