Members of Rémy Cointreau Global Travel Retail attend the ribbon-cutting at Paris CDG.

Rémy Cointreau Global Travel Retail is launching a high-profile, multi-sensorial pop-up activation at Paris Charles de Gaulle Airport, alongside a limited edition XO, to celebrate Rémy Martin’s 300-year anniversary.

As part of its 300-year celebrations, Rémy Martin has created its Dream Forward Expedition, which will be available at selected international airports throughout 2024, with the highlight in Paris.

The Paris CDG activation will showcase the new Rémy Martin 300th Anniversary Limited Edition XO, and the 300th Rémy Martin Anniversary Coupe. Created in partnership with Lagardère Travel Retail and Extime, the pop-up will be present in Terminal 2 from 1 August to 4 September.

The Dream Forward Expedition harnesses VR technology to transport consumers to the vineyards of Grande Champagne and Petite Champagne, accompanied by interactive discovery tables, tastings, customization services and limited editions.

The Rémy Martin Dream Forward Expedition is rolling out now in travel retail, via pop-ups and podium formats, in selected key airport locations including Paris, Dubai, Hong Kong, Macau, Singapore, London and Frankfurt.

“I am thrilled to partner with Lagardère and EXTIME to create this activation at Paris CDG to mark our 300-year anniversary,” noted Rémy Cointreau CEO Global Travel Retail Fida Bou Chabke. “This landmark tricentenary is a hugely significant milestone for the House of Rémy Martin, and it is fitting that we continue to celebrate three centuries of excellence and innovation with exceptional events such as this.”

Its Opulence Reveal touch point engages travellers to discover and smell the portfolio, and passengers who purchase the new 300th Anniversary Limited Edition XO will be invited to customise their decanter with a personalised neck tag GWP.

Other key activation elements include a milestone ‘history wall’, designed to engage travellers in discovering the brand’s product portfolio and explore its history and heritage. Much the same is also highlighted through a gamification activity featuring a customized cocktail recipe.

Digital elements include an advertising campaign in collaboration with online travel agency Ctrip which targets travellers pre-trip.

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