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Louis XIII Cognac-only store opens in Beijing
Rémy Cointreau has opened a boutique in Beijing dedicated to the most expensive variant of its Rémy Martin brand, Louis XIII Cognac, offering everything from miniature bottles to a six-litre Mathusalem.
In the salon, visitors can enjoy a selection of food pairings including Cognac with caviar and iberico ham
The Louis XIII La Boutique has opened in Beijing’s Shin Kong Place shopping mall, offering a wealth of services and a “haven of rest” for Cognac lovers.
Designed by French architecture and design firm RDAI, the 132-square-metre store occupies the second floor of Beijing SKP and features a salon, a boutique and an “eternity room”.
La Boutique’s theme is inspired by Louis XIII, with the texture, colour and the materials all reflections of the Cognac brand.
Guests are greeted in the salon, which is outfitted with carpeting, oak wood tables, lounge chairs and a long bar. Here visitors can enjoy a selection of food pairings including Cognac with caviar and iberico ham.
The boutique offers all iterations of Louis XIII crystal decanters, ranging from miniature bottles to the Mathusalem – a massive crystal vessel that holds six litres.
A highlight of the boutique is the Century Wheel, a customised and fully interactive stand piece that reveals the Louis XIII history through touch sensor LED lights.
Spanning from floor to ceiling, guests put their hands through the wheel to activate the digital experience, illuminating 1,200 glass bricks that are divided into 10 segments – each one representing a decade in a century of the brand.
At the very back of the boutique is the invitation-only Eternity Room – reserved for loyal clients and family – which can be used as a tasting room for previews of upcoming releases.
Ludovic Duplessis, global executive director of Louis XIII Cognac, said: “It’s a big day for Louis XIII – and a big day for the world of wine and spirits, as well as luxury brands in general. Today, Louis XIII does not simply belong in the Cognac category. It’s a lifestyle luxury brand. In the luxury industry, everyone wants a boutique. But nobody in wine and spirits has done it before.”
Eric Vallat, CEO of the House of Rémy Martin, said: “A boutique allows us to offer our clients the ultimate retail experience. Whether they are connoisseurs or sensitive to craftsmanship and exception, quality and history, our clients are not merely looking for a product. They want to experience the brand.
“Wine and spirits brands are not retailers, but we believe that Louis XIII, with its unique positioning, has the ability to change the rules of the game in our industry, to resonate beyond cognacs and dialogue directly with its valued clients.”