Beam Suntory-owned Maison Courvoisier has opened its first boutique store in Haikou International Shopping Mall in the Chinese province of Hainan.
The standalone boutique store for global shoppers is said to have taken inspiration from Courvoisier’s embodiment of the French belief to ‘savour life’s true pleasures’.
Designed by Parisian agency Malherbe, the boutique has opened in partnership with China Duty Free Group.
Manuel Gonzales, brand marketing director for Courvoisier Global Travel Retail, said: “We’re thrilled to see the launch of Courvoisier’s first ever boutique at the acclaimed Haikou International Shopping Mall. Hainan is an incredibly coveted space and bridges the gap between simple pleasures and elegance.
“We can’t wait to provide our shoppers with this magnificent immersive experience that offers luxury at its finest. The exclusive boutique represents our commitment to the premiumisation of our brand offerings.”
The retail space has been designed to resemble an impromptu garden party among friends and family.
It showcases a white trellis structure inspired by 18th-century French royal garden pavilions. Blooming flowers feature in the entryway to offer ‘breezy garden aesthetic’ with ‘timeless French elegance’.
The white oval space invites shoppers to browse Courvoisier’s ultra-premium Cognac collection through sampling and interactive digital elements that ‘bring the intricate legacy’ to life.
The displays showcase Courvoisier’s new packaging that debuted globally across the portfolio earlier this year.
The boutique will offer exclusive tasting sessions for guests to sample the Courvoisier prestige collection, including the Courvoisier Royal and Courvoisier Extra.
The boutique is also one of the first locations to offer the new and limited-edition Courvoisier Mizunara for purchase, said to be ‘the most daring and visionary blend yet’ from Maison Courvoisier’s sixth-generation chief blender Patrice Pinet, and fifth-generation chief blender of House of Suntory, Shinji Fukuyo.
This bespoke sampling session will soon be bookable through Courvoisier’s new travel retail web app prior to the visit.
There will also be complimentary tastings of the core range, sampled neat or mixed into signature cocktails, including the Courvoisier Gala.
Visitors can learn the French art of hospitality through a mixology lesson that showcases how to create ‘the perfect Gala cocktail to enjoy with friends’.
Jon Potter, managing director for Courvoisier, said: “We’ve entered a new era for Courvoisier. This is an exciting time for our Maison, as we go back to our roots and embrace what Courvoisier was founded on by Félix Courvoisier.”
Visitors to the boutique will be able to utilise a special gifting atelier, facilitated by experienced hosts, to complete the premium shopping experience.
The gift-wrapping station will form part of a 10-step gifting process. Extensive personalisation options available in Courvoisier’s deep red colour palette will be available, with purchases adorned with a selection of charms and bespoke stickers, before being packaged with handwritten gift cards inside elegant wrapping paper. The packaging will be fastened from a choice of six different ribbons.
“We’re thrilled to bring the spirit of ‘Joie de Vivre’ to our fans in Hainan, as they embark on a journey of luxury and the finest cognacs at this boutique,” Potter continued. “We will continue to unveil more exciting news for Courvoisier and our wider portfolio in the months to come.”