The House of Rémy Martin continues 300th anniversary celebrations
At the ribbon-cutting ceremony for the high-profile Rémy Martin pop-up at Paris Charles de Gaulle 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 Paris Charles de Gaulle Airport, and the unveiling of a 300th Anniversary Limited Edition XO.
As part of its 300-year celebrations, the House of Rémy Martin has created a new cognac experience, the Rémy Martin Dream Forward Expedition, which will be available at selected international airports throughout 2024, with the highlight in Paris.
The Paris CDG outpost activation showcases the new Rémy Martin 300th Anniversary Limited Edition XO, and the 300th Rémy Martin Anniversary Coupe. Created in partnership with Lagardère Travel Retail and Extime, the pop-up runs in Terminal 2E Gate M from August 1 to September 4.
The Paris CDG outpost activation showcases the new Rémy Martin 300th Anniversary Limited Edition XO, and the 300th Rémy Martin Anniversary Coupe
The eye-catching installation invites cognac lovers to take a virtual flight through time and space, from 1724 to the future, travelling to the heart of the House in Cognac. The Dream Forward Expedition harnesses immersive VR technology to transport consumers to the vineyards of Grande Champagne and Petite Champagne and beyond, accompanied by interactive discovery tables, tastings, customization services and unique limited editions.
As part of the experience, consumers are equipped with VR devices ready for their virtual flight. First stop: the vineyards of Cognac, France, to experience the sun setting: the changing light giving a new perspective on the landscape and horizons. The flight continues after dark, under the stars, giving spectacular views of the House of Rémy Martin’s illuminated terroir. 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.
Other key activation elements include a milestone ‘history wall’, designed to entice travelers to discover the brand’s product portfolio and explore its unique history and heritage. The House’s 300-year legacy is also highlighted through an iPad gamification activity, featuring a customized cocktail recipe.
The Rémy Martin tasting bar
The Opulence Reveal touch point allows travelers to discover and nose the portfolio. Finally, passengers who purchase the new 300th Anniversary Limited Edition XO will be invited to customize their decanter with a personalized neck tag GWP.
Digital elements include an advertising campaign in collaboration with online travel agency Ctrip, that targets travelers’ pre-trip, driving awareness and encouraging them to visit the on-site activations and enjoy exclusive promotions. This holistic approach brings to life Rémy Cointreau Global Travel Retail’s vision of creating an exceptional journey for every traveling client, from pre-trip to on-trip.
The Rémy Martin XO 300th Anniversary Limited Edition
The third release of the House’s special tricentenary collection is the 300th Anniversary Limited Edition XO. Together with the 300th Rémy Martin Anniversary Coupe, it is being showcased at the Paris pop-up, before being rolled out to other selected airports.
Celebrating opulence and excellence, the iconic XO decanter has been transformed with an anniversary reimagining. Decorated with golden javelins and a 300-year collar, it is presented in a gold gift box embellished with the Centaur, which opens to reveal a fan display. At the pinnacle of the collection, Rémy Martin XO is the signature of the Cellar Master who draws from hundreds of eaux-de-vie to create a cognac of exceptional aromatic complexity.
On the nose, the liquid is smooth, incorporating flower and fruit aromas to ignite the olfactory senses. On the palate, ripe plum and candied orange give way to spices and hazelnuts, finishing with gourmet notes of roasted cocoa beans and honeyed gingerbread.
Fida Bou Chabke, Rémy Cointreau CEO Global Travel Retail, said, “I am thrilled to partner with Lagardère and Extime to create this activation at Paris CDG to mark our 300-year anniversary. This landmark tricentenary is a hugely significant milestone for the House of Rémy Martin, and it is fitting that we continue to celebrate three centuries of excellence and innovation with exceptional events such as this. I’m delighted that we are able to offer our clients such a special experience with the Rémy Martin Dream Forward Expedition, as well as the opportunity to purchase these two anniversary expressions.”
Throughout 2024, the House is recognizing three centuries of exceptional cognac-making, combining craft and innovation to pass forward to build sustainable exception for the future. To mark its tricentenary, Rémy Martin is connecting past, present and future with a year of special activities around the theme ‘We Dream Forward’. These festivities began in earnest in February, with a Chinese New Year Campaign featuring the XO Dragon limited edition – the first of a special tricentenary collection. This was followed in March, by the release of the second exquisite milestone: the 300th Rémy Martin Anniversary Coupe, which made its debut in global travel retail at a series of exclusive dinners in Hong Kong and Singapore.
The Rémy Martin Dream Forward Expedition is rolling out now in travel retail, via pop-ups and podium formats, in selected key airport locations including Paris, Dubai, Hong Kong, Macau, Singapore, London and Frankfurt.
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