Champagne brand Maison Ruinart’s new 100% recyclable case has been introduced in UK department store Selfridges.

The new eco-responsible packaging is the result of two years of research and design between partners James Cropper COLOURFORM, Pusterla 1880 and Maison Ruinart.

The second skin casing – the packaging – is being exclusively showcased in the UK store as part of its ‘Project Earth’ sustainable initiative.

Compared to the existing box, the new casing is nine times lighter and reduces the carbon footprint by 60%. The mono-material design cases leverage zero plastic.

James Cropper COLOURFORM managing director Patrick Willink said: “We are incredibly proud of this disruptive piece of work.

“The case represents another step in Maison Ruinart’s holistic approach to development which respects the environment.

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“It has been a long-term project. We experimented with different technological advances in the art of papermaking to achieve a moulded form which precisely follows the contours of the bottle in a single piece.

“A total of seven prototypes were considered before achieving the final case design.

“The absence of edges was made possible thanks to the precise, high-pressure waterjet cutting of the hull’s contours, a process that we have been perfecting in COLOURFORM.”

Unveiled in June 2020 at the Paris VIVATECH trade show, the new packaging will replace Maison Ruinart’s existing champagne boxes for R, R vintage, Rosé and Blanc de Blancs cuvées.

The product is currently available from selected premium and luxury retailers across Western Europe.