Maison Courvoisier has unveiled its newly transformed home in Jarnac following a multi-year restoration project.
The revamp, led by renowned French architecture and interior design agency Gilles & Boissier, involved the collaboration of local and international artists and artisans.
This extensive restoration reaffirms Courvoisier’s commitment to elevating Cognac on the global stage, including within the travel retail channel.
Campari Group Managing Director of Global Travel Retail Marco Cavagnera commented: “The restoration of Maison Courvoisier is a significant milestone for the brand and Campari Group as we seek to reconnect travellers with the Cognac category.
“In travel retail, we see a clear opportunity to drive premium brown spirits globally with our broadened Cognac portfolio and the rebirth of the Maison writes the first page of this exciting new chapter.
“A stunning blend of Courvoisier heritage, savoir-faire and innovation, the Maison exemplifies the cultural relevance of our brands that is key to engaging visitors and travellers alike. We look forward to bringing to life the rich tapestry of stories from the Maison in travel retail, in collaboration with our retail partners, in the years ahead.”
The newly restored Maison Courvoisier, opened in October 2024, celebrates nearly 200 years of Cognac history. Situated at the heart of Jarnac and overlooking the Charente River, the building dates back to 1857 and is inspired by the Pavillon de Flore at the Louvre Museum in Paris, a location dear to the Maison’s Founder Félix Courvoisier.
The restoration echoes Courvoisier’s legacy of Joie de Vivre, envisioned in 1828 as a warm, welcoming space for family and friends.
This newly revitalised home is a place for global inspiration, innovation and education for Courvoisier today.
Architectural and artistic excellence
The restoration of the five-storey building was carried out in partnership with Gilles & Boissier, a design studio recognised for its high-end projects.
Patrick Gilles and Dorothée Boissier, the husband-and-wife duo behind the agency, drew on their French heritage and artistic vision, blending Courvoisier’s savoir-faire with natural inspiration.
The result is a stunning house that harmoniously integrates the brand’s rich history and the surrounding French terroir.
Highlights of the design include a red Bar Lounge, curated by Courvoisier’s in-house historian Isabelle Vignon, which tells the story of the Maison’s Founder through a carefully crafted collection of objects.
The Cognac Tasting Room, with a large landscape etching by artist Francois Houtin, presents the surrounding vineyards in a striking black-and-white tableau.
Meanwhile, the Dining Room – with its grand Palissandro marble table and carved-wood wall panels created by French artist Zoé Ouvrier – serves as the centrepiece for exclusive Cognac pairing dinners by guest chefs.
Gilles & Boissier incorporated subtle design elements inspired by the ageing of Courvoisier’s Cognacs. As visitors move through the second-floor corridor, the hand-painted walls shift from a sunny hue to a deep amber, symbolising the passing of time.
“We undertook this project with great pride and a determination to harmoniously blend together the château’s rich French heritage with the excellence of the brand,” said Gilles and Boissier.
“We worked to elevate and honour what was already there at the Maison, while introducing a new relevancy and energy that reflects the values of Courvoisier and its commitment not only to build on the legacy of the past but also to look to the future for inspiration and clarity of purpose.
“Exceptional levels of detail have been considered in every element of the design, including a bench carved from a magnificent piece of wood from the cellar, testifying to Courvoisier’s deep attachment to their roots.”
Throughout the house, art pieces by French artists Zoé Ouvrier, Anne-Charlotte Saliba, François Houtin, Lilian Daubisse and Carole Descordes; Molly Gambardella from the USA and Veronique Van der Esch from Belgium, each express nature and what Courvoisier’s DNA meant to them through their own artistic lens.
A monumental portrait of Félix Courvoisier, delicate wood carvings and recycled materials used to ship Cognac bottles are notable artistic touches.
Vignon commented: “It has been an incredible journey to explore the brand’s history and honour it in today’s context. Félix Courvoisier and his successors each left their mark on Courvoisier’s legacy, all passing through this house.
“The restoration of the Maison seeks to rejuvenate its soul with a contemporary touch, and we look forward to welcoming esteemed friends from around the world.”
A landmark for Cognac
Maison Courvoisier offers a range of world-renowned Cognac expressions, all blended in the brand’s signature floral style.
This selection includes the classic VS, VSOP, XO and the Prestige Collection, featuring XO, XO Royal, Extra and the ultimate expression of the House, L’Essence de Courvoisier.
Courvoisier’s Cognacs continue to be crafted in collaboration with local artisans and winegrowers, reflecting the house’s commitment to quality. In travel retail, Courvoisier’s offerings cater to a diverse range of consumers.
“At Maison Courvoisier, we are fortunate to possess a legacy built on some of the rarest and most exceptional Cognacs maturing gracefully in our cellars,” said Maison Courvoisier Master Blender Thibaut Hontanx. “The recent restoration now provides a backdrop to our Cognacs that perfectly complements the distinctive character of these blends. Our collection of Cognacs, much like the Maison itself.”
The reopening of Maison Courvoisier marks a pivotal moment for the brand, blending tradition with innovation.
While access to the Maison will remain limited, guests will be welcomed for tours, tastings and exclusive overnight stays.
Adjacent to the building is the Courvoisier Visitor Centre, where guests can sample Cognac directly from the Master Blender’s select barrels and even bottle their own selection, complete with a custom label.
Campari Group Managing Director of the House of Cognac and Champagne Augustin Depardon added: “Standing proudly on the Charente River, Maison Courvoisier is a piece of French history that was in need of revival. Maison Courvoisier has been an integral part of the Cognac region’s fabric since 1828, and we are proud of its legacy.
“This restoration project was about respecting and paying homage to our past, while setting the stage for Courvoisier’s beautiful future.” ✈
