FRANCE. Rémy Cointreau Global Travel Retail this week inaugurated the Rémy Martin Dream Forward Expedition concept at Paris Charles de Gaulle Airport Terminal 2E, in partnership with Extime Duty Free (the joint venture between Lagardère Travel Retail and Groupe ADP).
As reported, the House of Rémy Martin is celebrating its tricentenary (1724-2024) this year with year-round activities focused on the theme ‘We Dream Forward’.
The Paris Airport activation spotlights Rémy Martin XO 300th Anniversary, introducing a limited-edition XO decanter embellished with golden javelins and a 300-year collar. It comes in a golden gift box adorned with the Rémy Martin centaur, opening to reveal a fan display.
The pop-up was officially unveiled yesterday (6 August) and The Moodie Davitt Report was the sole media in attendance.
Key executives on location included Extime Duty Free Paris Executive President Guy Bodescot; Lagardère Travel Retail Executive Vice President Merchant Bruno Gouisset; Extime Duty Free Paris Zone Director Caroline Grima; and Rémy Cointreau Global Travel Retail Marketing Director Alice Hoffmann; and Rémy Cointreau Managing Director Travel Retail EMEA & Americas Thibault Robert.
The animation launch strategically coincides with the ongoing Paris 2024 Olympics. Bodescot told The Moodie Davitt Report: “The population coming to France on this occasion will concentrate on attending the Olympics, so the time they will allocate to either shopping or discovering other parts of French culture is going to be limited.
“The advantage of doing such pop-ups is that it creates an opportunity for people who haven’t had time to spend days touring France and visiting the vineyards, to have a memorable experience of what hides behind Cognac.”
The Rémy Martin Dream Forward Expedition concept, opened to Charles de Gaulle passengers a week ago, will be rolled out at select travel retail locations in Dubai, Hong Kong, Macau, Singapore, London and Frankfurt among others.
The experience is present domestically in select Chinese malls until October, including a pop-up tour in Shanghai and Chengdu, followed by Xiamen in September and Shenzhen in October.
After the launch of the 300th Rémy Martin Anniversary Coupe into travel retail on 25 March in Hong Kong, Martin Moodie had the honour of chatting to the House’s Cellar Master Baptiste Loiseau, who spoke of an extraordinary liquid that both inherits and bestows legacy. Click on the podcast icon to hear their conversation.
‘Step back in time’ with the House of Rémy Martin
The activation at Paris Airport incorporates a virtual reality (VR) headset, inviting consumers to take a journey through space and time – from 1724 to the future – to the House of Rémy Martin in Cognac.
Rémy Martin Executive Director Amaury Vinclet said: “This exciting new experience is a unique celebration of 300 years of Rémy Martin: a tribute to our past, present and future, in an unforgettable setting that we hope will resonate with lovers of Cognac, travel, nature and dreaming big.
“We’re delighted to invite consumers to step back in time to explore our history, to visit our home in Cognac to learn more about our craft and vision and try our exceptional Cognacs.
“The Dream Forward Expedition aims to ignite the imagination in the same way that our house has continually reinvented itself over time, always dreaming forward while retaining the excellence and authenticity which we are known for.”
At the pop-up, passengers sit in a cloud-shaped chair and wear the VR headset to start the experience. Brand Ambassadors are at hand to sanitise the gear before and after each use to ensure hygiene.
The first virtual stop is a sunset at the Cognac vineyards, and the journey continues after dark to spotlight the House of Rémy Martin’s terroir.
A narrator guides and informs customers about the house legacy and Cognac-making. It also pays homage to cellar masters, winegrowers and artisans who have shaped Rémy Martin through generations.
Rémy Cointreau said: “The Dream Forward Expedition harnesses immersive VR technology to transport consumers to Grande Champagne and Petite Champagne vineyards and up into the star-filled skies.
“This is accompanied by interactive discovery tables, tastings, customisation services and unique limited editions.”
The discovery table features five Rémy Martin expressions: V.S.O.P., 1738, Club, X.O and the travel retail-exclusive Club Exception. Passengers can lift the golden scent trays to discover the natural aromas of each Cognac.
Visitors can also sample Rémy Martin Cognacs at the pop-up bar, enjoy freshly prepared cocktails, learn about different production stages, create a personalised bottle and share a digital Dream Forward Expedition memory.
Grima said: “People rarely walk into the airport with an intention to shop; they are here to catch a flight. It is only through unique products such as this [Rémy Martin XO 300th Anniversary] and personalised experiences that they eventually make a purchase.”
Bodescot remarked: “We’ve had a good surprise with the first ten days of the Olympic period. We assumed that the purchase power and interest in shopping would diminish quite drastically because most people would focus on sporting events.
“So we were very prudent with the way we tackled the period. And I must say, the first ten days have been very, very positive.
“We’ve had more Chinese, Japanese, Korean and American passengers than we’ve had over the last couple of months, and these customers have shown great interest in shopping.
“The average basket and transaction value is roughly 20% superior to what they usually spend.
“We’ve sold roughly 15% of our 300th Rémy Martin Anniversary Coupe stock, which I’m quite confident will be sold out by the end of this pop-up.”
Stay tuned for The Moodie Davitt Report Senior Reporter Ameesha Raizada’s interview with Extime Duty Free Paris Executive President Guy Bodescot; Rémy Cointreau Global Travel Retail CEO Fida Bou Chabke; and Rémy Cointreau Global Travel Retail Marketing Director Alice Hoffmann. ✈
