New store devoted to Louis XIII Cognac

Remy Cointreau has opened a boutique in Beijing dedicated to the most expensive variant of its Remy Martin brand, Louis XIII Cognac.

In the Shin Kong Place shopping mall (Beijing SKP), the Louis XIII La Boutique offers the full range for the cognac, from miniature bottles to a six-litre Mathusalem.

Designed by French architectural and design firm RDAI, the 132 sqm store occupies the second floor of Beijing SKP and features a salon and private “eternity room”. Its theme takes inspiration from Louis XIII, with the texture, colour and the materials reflecting the cognac brand.

Guests are greeted in the salon, which is outfitted with carpeting, oak wood tables, lounge chairs and a long bar. Visitors can select food pairings, including cognac with caviar and Iberico ham.

A highlight of the boutique is the Century Wheel, a customised, interactive piece that reveals the Louis XIII history through touch-sensor LED lights. Guests put their hands through the floor-to-ceiling wheel to activate the digital experience, illuminating 1200 glass bricks divided into 10 segments, each representing a decade in a century of the brand.

Louis XIII Cognac global executive director Ludovic Duplessis says the luxury brand’s boutique is a first for the wine and spirits category.

“A boutique lets us offer our clients the ultimate retail experience,” says House of Remy Martin CEO Eric Vallat. “Whether they are connoisseurs or sensitive to craftsmanship and exceptional 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 Louis XIII, with its unique positioning, has the ability to change the rules of the game in our industry.”

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