SINGAPORE. A journey of Cognac discovery and into timeless luxury. That’s the promise made to Changi Airport travellers by Rémy Cointreau Global Travel Retail at its first fully fledged pop-up boutique for ultra-premium Cognac Louis XIII.
The pop-up was inaugurated today in association with DFS Group and Changi Airport Group.
The 45sq m installation in Terminal 3, soft opened on 2 September, draws on the same inspiration behind the exclusive Louis XIII boutiques in London and Beijing.
The space immerses travellers in the raw materials, colours and aromas that tell the Louis XIII story through the concept of time. Guests are taken on a multi-sensorial journey, capturing the essence of Louis XIII’s “timeless luxury”.
The centrepiece is the Louis XIII Century Wheel (pictured below), an interactive circle of light that brings the century-long ageing process of the blended spirit to life in a spectrum of Cognac shades.
A unique introduction to aged eaux-de-vie is offered through ‘Le Cloud’, featuring design technology by Cambridge Massachusetts-based Sensory Cloud. The device produces a cloud of Cognac droplets in a rich and immersive visual and olfactory experience.
Another talking point among the multiple interactive and experiential elements is the placement of a 200-year-old tierçon (a huge wooden barrel used to age Cognac), which has been shipped from Cognac for the first time in order to feature in various Louis XIII boutiques.
An artefact library and brand history wall invite travellers to discover the meticulous processes that deliver the Cognac through its long journey from vines in the chalky terroir to copper stills to the rare ageing tierçons and finally to bottling within the Louis XIII family of decanters.
Anther notable element of the pop-up is a six-litre Mathusalem display (of which only 50 are made each year; this one is signed by Cellar Master Bapiste Loiseau), a work of art that took over 20 master craftsmen almost 60 days to create.
Consumers can also discover how to have their purchase of Louis XIII engraved.
Changi sources said that the boutique is generating excellent showrooming effect, with travellers viewing Louis XIII at the pop-up and then purchasing through iShopChangi.
“Louis XIII Cognac is an icon of French art de vivre and lifestyle,” said Louis XIII Global Executive Director Ludovic du Plessis. “We are proud to set this pioneering milestone with our new Louis XIII pop-up concept… which showcases the Louis XIII experience of time and will enhance our commitment for craftsmanship, savoir‐faire and incomparable service.”
“Changi Airport is pleased to showcase the travel retail debut of the Louis XIII pop-up boutique together with Rémy Cointreau Global Travel Retail and DFS Group,” said Changi Airport Group Group Senior Vice President of Airside Concessions Teo Chew Hoon. “Travellers will have the opportunity to engage in a multi-sensorial travel retail experience with the aged cognac eaux-de-vie available only at Changi Airport and gain insights on how this Cognac is produced.”
DFS Group Senior Vice President, Spirits, Wine, Tobacco, Food and Gifts Brooke Supernaw added: “We are honoured to partner with Louis XIII in unveiling this exclusive pop-up for travellers at Changi Airport. This multi-dimensional concept is a celebration of our shared vision with Rémy Cointreau Global Travel Retail to push the boundaries of travel retail and ignite the senses of our travelling customers.”
The pop-up, soft opened on 2 September and inaugurated today, will remain in place until 13 November. That represents the longest-running spirits pop-up installation at Changi.
FRUITS OF A JOURNEY – FROM TERROIR TO TIERÇON TO TERMINAL 3
