On October 5, 2013, Moët & Chandon launched an exclusive celebration party for the 2013 Shanghai Rolex Masters at Muse on the Bund. Fully designed and produced by APAX, the event serves as a high-end cross-border social ceremony that integrates top tennis sports, luxury champagne culture and urban fashion. Breaking the conventional competitive-oriented presentation of sports events, the project extends elegant tennis style from the stadium to the high-end social scene on Shanghai Bund, enriching the cultural and fashionable connotation of the international tennis tournament. Based on the superior landscape resources of the Bund and the high-grade venue space, APAX creates a gorgeous and delicate on-site atmosphere through customized spatial styling, lighting layout and scene packaging. The overall space balances elegant luxury and dynamic vitality, forming a high-quality immersive social venue suitable for top athletes and elite guests. Gathering many world-class tennis stars, the star-studded event lights up the glamorous night of Shanghai. This cross-border cooperation perfectly interprets Moët & Chandon’s elegant and luxurious brand temperament. It effectively promotes the integrated development of sports events, luxury lifestyle and fashion social ecology, and further enhances the international fashion influence of the Shanghai Rolex Masters.