Rémy Martin's tricentenary celebrations continue with immersive activation at Dubai International
The Rémy Martin Dream Forward Expedition with Dubai Duty Free at Dubai International Airport
Rémy Cointreau Global Travel Retail is continuing its year-long celebration of the House of Rémy Martin’s landmark 300-year anniversary with a high-profile, multi-sensorial, pop-up activation at Dubai International Airport, in partnership with Dubai Duty Free (DDF).
The pop-up is the latest in a series of impactful collaborations with the retailer, created to celebrate Rémy Martin’s milestone anniversary. These began in January with an evocative campaign in Dubai International T1 and T3 that spotlighted the House’s 300th anniversary XO Dragon Limited Edition. This was followed in May by a private event and tasting for selected DDF clients to present another special release, the 300th Rémy Martin Anniversary Coupe, which was available to purchase in Dubai International Airport post-event.
An exclusive evening to celebrate the House’s 300th anniversary with Dubai Duty Free in May
Elevating the airport experience
Centered around Rémy Martin’s 300-year legacy, the Dubai Duty Free pop-up activation has been designed to showcase the House’s exceptional cognac portfolio, alongside its rich history and heritage. The activation will run in Dubai T3 Departures Concourse B from now until November 30.
Highlights include prominent displays of a series of limited editions, notably the 300th Rémy Martin Anniversary Coupe, the 300th Anniversary XO Limited Edition, and the House’s latest release for the festive season – Reach for the Stars VSOP. Each element of the pop-up has been designed to enhance engagement and enrich the client journey. This begins when passengers are invited to participate in the experience of the Rémy Martin Dream Forward Expedition, which is being featured in selected international airports throughout 2024.
This unique experience invites cognac lovers to take a virtual flight to the heart of the House in Cognac via immersive VR technology. Pop-up visitors are transported to the vineyards of Grande Champagne and Petite Champagne and up into the star-filled skies. The journey is punctuated by stops in the clouds to discover the secrets of Rémy Martin cognac crafting, guided by the cellar masters, winegrowers and craftspeople who have shaped the House through the generations.
Travelers are then invited to discover the Rémy Martin cognac collection through nosing via scent sticks, and an interactive digital gamification activity, complete with gift incentive, which helps passengers learn more about the House’s 300-year legacy. Travelers continue their discovery journey with tastings at the bar, complemented by the XO Opulence Reveal touch point, a luxury sensory food and cognac pairing demonstration.
Finally, at the pop-up’s gifting station, travelers can personalize their purchase of the 300th Anniversary Limited Edition XO decanter with a selection of leather straps and tags that are exclusive to Dubai International Airport.
“We are delighted to celebrate Rémy Martin’s 300th anniversary with this exclusive pop-up at Dubai International Airport,” noted Rémy Cointreau CEO Global Travel Retail Fida Bou Chabke. “This latest partnership with Dubai Duty Free illustrates perfectly our commitment to delivering unforgettable experiences to our travelling consumers. For 300 years, Rémy Martin has been synonymous with luxury and excellence. This high-profile activation pays homage to our illustrious history, and offers the ideal opportunity to showcase our exceptional portfolio to a discerning global audience.”
Dubai Duty Free Managing Director Ramesh Cidambi said, “It is great to be part of Rémy Martin’s milestone 300th anniversary celebration. Part of Dubai Duty Free’s mission is to offer our customers a diverse range of cutting-edge products and experiences, so we are pleased to collaborate with Rémy Cointreau Global Travel Retail in bringing this innovative and unique retail concept to our stores in Dubai International Airport. Rémy Cointreau has been a partner of ours for many years, and we are delighted to showcase the House’s exceptional cognac portfolio, notably the 300th Rémy Martin Anniversary Coupe and the 300th Anniversary Limited Edition XO. We are sure that the immersive activation will be a big hit with our customers.”
A snapshot from its ribbon-cutting ceremony with Dubai Duty Free on November 8
A year-long celebration of legacy and craftsmanship
Throughout 2024, Rémy Martin has recognized three centuries of exceptional cognac-making, combining craft and innovation, with a series of special activities around the theme ‘We Dream Forward’ at major GTR locations worldwide. These began with multiple high-profile activations in key airports, including Hong Kong, Macau, Singapore Changi, Istanbul and Frankfurt, among others, to celebrate Chinese New Year, which showcased the House’s XO Dragon Chinese New Year Limited Edition. In May, the focus pivoted to the 300th Rémy Martin Anniversary Coupe, which was introduced at various private events and highlighted via airport activations.
In August-September, the celebrations continued with a high-profile pop-up activation at Paris Charles de Gaulle Airport – and the unveiling of a very special 300th Anniversary XO Limited Edition. And in September-October, the House’s 300th anniversary was highlighted via an impactful pop-up at Hong Kong’s High Speed Rail Station, which incorporated digital gamification elements and an XO personalization service.
Throughout November-December, further 300th anniversary-themed activations will take place in airports including Dubai, Qatar, Macau, Singapore and Auckland, to conclude the year of celebrations.
