Moët & Chandon has partnered with fashion designer Virgil Abloh for a series of bus shelter pop-ups around Chicago. The activation promotes limited edition bottles of Moët Nectar Impérial Rosé and wraps bus shelters with branded hazard tape that consumers can take home.

From October 31 to November 20, Chicago residents can visit three bus shelters that have been wrapped in hazard tape and images of Moët Nectar Impérial Rosé. The tape reads, “Do not drop,” a message from the designer to seize the moment and engage the art, when using the product.

“We feel that this collaboration best articulates our commitment to pushing culture forward and stirring creativity,” Christine Ngo Isaac, Moët & Chandon brand director and head of US consumer engagement told AList. “We are a brand that’s been around that’s been around for 275 years and as you can imagine, it’s really hard to let go of that legacy—but it’s about evolving. We are so honored to have such a visionary rethink our iconic bottle on his own terms and see his own articulation of us.”

Off-White founder Virgil Abloh has collaborated with brands like Nike, Apple and Louis Vuitton, but this is his first foray into the alcohol industry.

“Innovation and a pioneering spirit are very much in Moët & Chandon’s DNA,” said Isaac. “We’ve been following Virgil’s work for some time now. As a brand, we really aim to push culture forward and stir creativity and so collaborating with one of the greatest creative visionaries of time was really natural for our brand.”

Branded bus stops can be found on Michigan Ave and Monroe St. next to The Art Institute of Chicago, on the corner of Halsted St. and Taylor St. just South of Greektown and on the corner of Wacker Dr. and Franklin St. in Printer’s Row.

If you’re surprised to see a luxury brand on a bus stop, that’s the idea. Moët saw bus shelters not as a way to reach bus riders but as an unexpected canvas for creative.

“[Bus shelters] are not something you would typically imagine for a luxury brand to engage with,” said Isaac. “What we really wanted to do is outfit these bus shelters in a way that you’ve never seen bus shelters before, truly engaging with our fans and Virgil’s fans at the ground level.”

For one day only (November 2), on-site dispensers allow consumers to take hazard tape home that reads, “For display only.” This slogan appears on an even more limited edition of Moët Nectar Impérial Rosé—300 bottles—available only to friends and family of Abloh or Moët’s Maison.

Allowing visitors to take a piece of the activation home encourages them to decorate their own belongings or environments with the hazard tape. This, Isaac said, is all part of the brand’s personalization strategy. She said that the brand doesn’t target demographics, but rather passion points.

Personalization is really important to us and shame on any marketer that doesn’t see the value of it and incorporate it into their marketing strategy.”

Moët customizes outreach for each of its champagnes depending on the core audience. Nectar Impérial, for example, is targeted to creatives.

There is one platform that brings all these audiences together, and that’s social media—something Moët has invested heavily in over the past year. Abloh, with his 3.1 million Instagram followers, can certainly help with that.

“Virgil has that online and offline influence that’s so difficult to achieve in this busy world,” explained Isaac. “For us, it made a lot of sense to partner with him not just for his vision but [because] our target is heavily engaged with social media. Working with one of the biggest influencers is kind of a no-brainer for us to continue to foster online engagement.”

The Moët x Virgil collaboration will be promoted across social media with the hashtags #DoNotDrop and #MoetxVirgil. Isaac says they hope that these bus shelter pop-ups will prove inspirational to passersby.