Rémy Cointreau Global Travel Retail and China Duty Free Group (CDFG) have opened Asia’s first standalone airport pop up store from the House of Rémy Martin.

 

For a six-month period, travellers passing through Hangzhou Xiaoshan International Airport can immerse themselves in a unique Rémy Martin experience, enhancing the brand’s reputation in Asia where there is already a healthy demand for fine cognac.

 

The pop up sits at the heart of the departures concourse in Hangzhou Xiaoshan, adjacent to the new CDFG main store, which opened in December 2018.

 

Hangzhou Xiaoshan saw passenger traffic rise by +12.6% last year, according to Airports Council International (ACI) and it now ranks as one of the fastest growing airports in Asia.

 

‘HOUSE OF CENTAUR’

The 36sq m pop-up showcases the Rémy Martin range of Fine Champagne cognacs, with a focus on the iconic Rémy Martin XO.

 

A gold Centaur statue welcomes guests into the House of the Centaur, where they begin their exploration of Rémy Martin’s heritage.

 

“The dynamic greeting area was decorated with a special Chinese New Year theme over the festive period, that has transitioned into a Rémy Martin Club showpiece today,” reveals Rémy.

Moving through the space, guests are treated to a multi-sensorial nosing and tasting experience. “The tasting table is the centrepiece, featuring an opulent offering of grapes, walnuts and white roses, fresh fruit and chalk stones, dried figs and apricot, cinnamon and cloves – a veritable feast for the eyes to whet the appetite before indulging in the sophisticated flavours and aromas of super-premium Rémy Martin XO,” adds Rémy.

 

PERSONALISATION

Guests are also given the opportunity to personalise the bottle-neck of any Rémy Martin XO purchased, complemented by a gift-wrapping service.

 

 

Adam Hamzah, Managing Director Global Travel Retail Asia Pacific, commented: “This pop-up heralds a major milestone for the House of Remy Martin, unveiling a new expression of our deep commitment to bring story-telling, experience and our roots to the travel retail channel in China and the wider Asia Pacific region.

 

“Rémy Martin’s Centaur emblem represents the philosophy to keep our head in the stars while our feet remain firmly on the ground. This is symbolic of our partnership with CDFG too, as we work together on a shared vision to bring exceptional moments to our clients and proactively grow the community of fine cognac connoisseurs in China and beyond.

 

Augustin Depardon, Executive Brand Director, House of Rémy Martin added: “The pop-up store at Hangzhou reflects the true culture of excellence that Rémy Martin is renowned for worldwide.In a fresh, dynamic and highly engaging format, it represents an excellent opportunity to reach and engage with millions of clients over an extended period, generating significant buzz and excitement in one of the largest and dynamic cognac markets in the world.

 

Charles Chen, President, China Duty Free Group said: “CDFG is delighted to collaborate on this Asia-first with Rémy Cointreau and the House of Rémy Martin. Rén Tóu Ma” (人头马) is a brand synonymous with excellence in travel retail.”