LOUIS XIII COGNAC UNVEILS NEW GENERATION POP-UP BOUTIQUE FOR THE FIRST TIME WITH DFS AT CHANGI AIRPORT

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From 2nd September to 13th November 2019, voyagers travelling through Singapore’s Changi Airport can discover the new generation LOUIS XIII pop-up boutique – a multi-dimensional collaboration between Rémy Cointreau Global Travel Retail (GTR), DFS Group and the world’s leading airport, Changi Airport Group. Inspired by the LOUIS XIII boutiques in China and the United Kingdom, the 45m2 first-of-its-kind pop-up in Terminal 3 Departure Hall takes guests on a multi-sensorial journey, capturing the essence of LOUIS XIII’s timeless luxury.

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The centrepiece of the pop-up is the LOUIS XIII Century Wheel, an interactive circle of light that brings the century-long ageing process of LOUIS XIII cognac to life in a spectrum of cognac shades. The artefact library and brand history wall invite travellers to discover the meticulous processes that deliver the LOUIS XIII cognac, from the chalky terroir and copper stills to the rare ageing tierçons and LOUIS XIII family of decanters.

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“LOUIS XIII cognac is an icon of French art de vivre and lifestyle. We are proud to set this pioneering milestone with our new LOUIS XIII pop-up concept. Located in Singapore, this pop-up will showcase the LOUIS XIII experience of time and will enhance our commitment for craftsmanship, savoir‐faire and incomparable service.” – Ludovic du Plessis, LOUIS XIII Global Executive Director.

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“Changi Airport is pleased to showcase the travel retail debut of the LOUIS XIII pop-up boutique together with Rémy Cointreau Global Travel Retail and DFS Group. Travellers will have the opportunity to engage in a multi-sensorial travel retail experience with the aged cognac eaux-de-vie available only at Changi Airport and gain insights on how this cognac is produced.” – Ms Teo Chew Hoon, Group Senior Vice President of Airside Concessions, Changi Airport Group.

“We are honoured to partner with LOUIS XIII in unveiling this exclusive pop-up for travellers at Changi Airport. This multi-dimensional concept is a celebration of our shared vision with Rémy Cointreau Global Travel Retail to push the boundaries of travel retail, and ignite the senses of our travelling customers.” – Brooke Supernaw, Senior Vice President, Spirits, Wine, Tobacco, Food and Gifts, DFS Group.

THE TOUR OF THE TIERÇON: AN INTERNATIONAL PREMIERE AND CHANGI FIRST

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In celebration of the launch of this pop-up, LOUIS XIII will showcase one of its treasured tierçons outside of Cognac for the first time. Everyday, the finest eaux-de-vie from Grande Champagne are slowly ageing in these centennial casks to create the cognac. These age-old tierçons play a critical role in the aromatic development of LOUIS XIII cognac and are an invaluable part of the heritage of the House. Handmade from wide-grained Limousin oak and passed down from one generation to the next, each tierçon undergoes careful restoration through the years by using the old staves of another. Travelling all the way from Cognac, the ancient heirloom will debut at the LOUIS XIII pop-up boutique in Changi Airport before touring the world, to be displayed in the LOUIS XIII boutiques.

 

A JOURNEY WITHIN A JOURNEY: EXPERIENCE THE AROMAS OF TIME

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Visitors to the pop-up boutique will also be treated to a unique introduction to an aged eaux-de-vie through “Le Cloud”: an innovative and poetic design technology by Cambridge Massachusetts-based Sensory Cloud that produces a cloud of cognac droplets – a visual and olfactory experience.

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A magnificent 6-litre LOUIS XIII Le Mathusalem autographed by LOUIS XIII Cellar Master, Baptiste Loiseau, will also be available for purchase exclusively at the pop-up boutique in Changi Airport. Showcased as a visual masterpiece, travellers can marvel at the monumental work of art that took over 20 master craftsmen almost 60 days of work to create.

@louisxiiicognac #louisxiiicognac

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