Moët Hennessy GTR and Dubai Duty Free partner in Moët & Chandon x Pharrell Williams pop-up
Representatives of Dubai Duty Free, Moët Hennessy Global Travel Retail and Dubai International celebrate the opening of the Moët & Chandon x Pharrell Williams pop-up
Moët Hennessy Global Travel Retail, in partnership with Dubai Duty Free, has unveiled the first and only Moët & Chandon x Pharrell Williams pop-up in global travel retail at Dubai International Airport (DXB).
Located in Terminal 3, Concourse B Departures – the main Emirates terminal and one of the world’s busiest hubs – the striking activation brings to life the spirit of joy, generosity, and celebration that defines the new limited-edition collection.
Launched globally on March 1, the Moët & Chandon x Pharrell Williams Collection reimagines the birthday experience. The limited-edition collection of Brut Impérial dressed in Midnight Blue, Deep Red, and Gold, is adorned with Pharrell Williams’ monogrammed seal and signature pearls featured on both the bow and bottle, transforming each piece into a collectible and ideal gift.
The centerpiece – an oversized fabric bow – is a nod to early Moët & Chandon packaging
Inspired by the Maison’s 1889 packaging, where what is now the iconic tie was once a bow, Pharrell Williams reimagines this timeless symbol as an oversized fabric creation adorned with signature pearls — a tribute to togetherness, generosity, joy, and surprise. Transformed into an oversized fabric bow adorned with the pearls, it has been created to dress the bottle for celebration. This embroidered bow is detachable and can be worn as a brooch, adding a unique touch of elegance to an outfit.
A Gift Box Come to Life
Conceptualized as a giant gift box in midnight blue, the pop-up is a bold visual expression of celebration and gifting. Its centerpiece – an oversized fabric bow – is a nod to early Moët & Chandon packaging. Symbolizing togetherness, generosity, joy, and surprise, the bow is a key element of this collection.
"This unique collaboration with Moët Hennessy Global Travel Retail invites travelers to engage in a gifting experience like no other"
Opened in early April, the immersive space invites international travelers to discover the Moët & Chandon x Pharrell Williams collaboration. Guests are invited to explore the activation, pick a bottle, and wrap it like a present — whether for a loved one or themselves — by selecting a limited-edition bottle and personalizing it with a ribbon and handwritten message. Adding to the moment, visitors can enjoy a photo opportunity and receive a keepsake Polaroid, while Pharrell Williams’ specially curated Moët & Chandon playlist plays throughout the space. Both the Polaroid and the playlist — available to save via QR code — offer travelers a way to take the experience with them, turning the consumption moment at the airport into a lasting memory.
Ramesh Cidambi, Managing Director of Dubai Duty Free, commented, “We are very pleased to unveil the Moët & Chandon x Pharrell Williams pop-up at Dubai Duty Free in Terminal 3. This unique collaboration with Moët Hennessy Global Travel Retail invites travelers to engage in a gifting experience like no other. As the exclusive travel retail partner for this global-first activation, we are especially excited to present our customers with such a one-of-a-kind offering.”
Romain Carricaburu, Regional Director Southern Europe, Middle East & India at Moët Hennessy, added, “This launch marks a significant milestone in the Moët & Chandon x Pharrell Williams campaign within global travel retail. As the only physical expression of the collaboration in travel retail worldwide, the pop-up encapsulates the spirit of this partnership — rooted in joy and optimism and defined by celebration, creativity, and meaningful connection. In collaboration with Dubai Duty Free we want to enjoy the moment of celebration with our travelers, ‘as the best part of any birthday is the people who celebrate with you’. With Dubai International Airport recently named the world’s busiest international airport for 2024, it offers a perfect stage to bring this experience to life and transform a travel moment into a lasting memory for a global audience.”
