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A New Milestone in LOUIS XIII Cognac’s Retail Strategy

Thursday, June 28, 2018

LOUIS XIII Boutique at Harrods (PRNewsfoto/LOUIS VIII COGNAC)

LOUIS XIII Boutique at Harrods (PRNewsfoto/LOUIS VIII COGNAC)



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"LOUIS XIII cognac is an icon of French art de vivre and excellence. With these new boutiques, LOUIS XIII is changing the rules of the wines & spirits game and is writing a new chapter in its history," said Ludovic du Plessis, Global Executive Director.


Each boutique showcases the LOUIS XIII range in a spectrum of editions. The stylish spaces offer bespoke services and exclusive LOUIS XIII experiences which will forge lasting impressions with revered boutique visitors. The clients can enjoy LOUIS XIII by the glass, neat or with food pairing to discover its full ballet of aromas and flavors. LOUIS XIII provide clients with private previews of limited editions by appointment, bookings for private visits and initiation at the Maison LOUIS XIII in Cognac (France), the full range of LOUIS XIII collections, from La Miniature to Le Mathusalem, as well as personalized delivery and customization services, leading them into an unprecedented tailormade journey.


Designed by RDAI the high‐end architecture and design firm renowned for the seminal Hermès flagships and Elie Saab, the LOUIS XIII Boutique exposes a skillful mix of luxury and elegance, design, digital technology and customized lighting, therefore appealing to all senses. "The design concept combines the noblest materials with state-of-the-art digital innovations to inspire poetry and feeling, the experience of LOUIS XIII," says Denis Montel, Artistic Director and Managing Director of RDAI and RDAI Architecture.

Showcasing materials and colors that tell the LOUIS XIII story - limestone evoking the precious chalky terroir, copper recalling the eaux-de-vie stills, oak invoking the ancient casks, glass and crystal for the decanters, the boutiques feature a stunning centerpiece, The Century Wheel, a circle of light which, when the hand approaches, travels through the ten decades that comprise LOUIS XIII. The maturation process is portrayed in the rich colored hues of cognac illuminated in 1200 light points that will appear through the acid etched mirror, offering a lyrical and sensorial experience of time.

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