Pentawards is the first and only worldwide competition exclusively devoted to packaging design in all its forms. It is open to everybody in all countries who are associated with the creation and marketing of packaging.
Judged by a prominent international jury and endorsed by Icograda IDA, bronze, silver, gold, platinum and diamond Pentawards were distributed to the best brands’ packaging designs of this year’s competition and handed on to the winners at the Pentawards Ceremony, at Luxepack Monaco (France), on October 30, 2008.

Piper Heidsieck - Rosé Sauvage designed by Viktor and Rolf won the Best Of the Show Diamond award.
Entitled 'Upside Down,' this is a bottle that rests on the neck, the neck and front labels and cap foil reversed!

“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. 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 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.

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. It is this creativity in support of packaging, also expressed throughout the communication (the site will also spin your head around) that won over the Pentawards jury.