Store opening.
After opening its first store in Beijing in 2016, exploring a new and daring path in the world of spirits, followed by London and Xi'an in 2017, Louis XIII opened its new store in Hangzhou in November 2020. Located in the prestigious Hangzhou Tower department store and designed by French architectural firm RDAI, it takes cognac enthusiasts on a new journey of sensations and emotions, culminating in the Eternity Room. This area is dedicated to the discovery of limited editions, tasting rituals, and private experiences open by invitation only.
E-immersion.
The world of Louis XIII stores can now also be accessed through the immersive online shopping platform, which takes visitors on a journey through time and sensations. Offering a holistic and virtual experience, Louis XIII e-boutiques are reinventing the online shopping experience by delivering exclusive, customised benefits to the user: an exclusive concierge service, personalisation services, and limited edition bottles. These immersive e-boutiques went live in April 2020 in the United Kingdom, and in February 2021 in the United States. In addition, to address the health situation, Louis XIII has adapted its event communication strategy by organising several e-tastings with the support of its powerful community of Brand Ambassadors and Private Client Directors. This initiative has enabled the brand to maintain and enrich our client relationships throughout a delicate period.
G-sharp.
To celebrate the arrival of the "ToastMaster" robot in the Louis XIII boutique in Beijing, VIP customers were invited to a world première at the Shanghai Orchestra Symphonic Hall in December 2020. After attending the "One note Prelude" private concert played by the Shanghai Philharmonic Orchestra and our robotic arms, they embarked on a journey through space and time in a specially designed area that transported the customers to the Louis XIII cellar, where they found one of the brand’s legendary tierçons.
Secret drawer.
Designed to celebrate, honour or thank the person of one’s choice, "The Gift Collection" has been available since June 2020. Heightening the ritual or tasting experience, each gift box contains the classic Louis XIII decanter and its two crystal tasting glasses, while a third drawer reveals a personalised selection of accessories and gifts designed in collaboration with the prestigious French houses Bernardaud, Christofle and S.T. Dupont.
Tomorrow.
In the next financial year, Louis XIII will feature in a new large-scale campaign. It will represent a new chapter in the brand’s history, aiming to strengthen its reputation while further enhancing the customer experience.
Thereafter.
In collaboration with its parent company, The House of Remy Martin, Louis XIII has committed to a series of sustainable practices to ensure the longevity of its cognac and its terroir. In 2020, Louis XIII published a detailed presentation of all its CSR commitments on its website and social media platforms: the High Environmental Value approach, the partnership with winegrowers, the protection of forests, Research & Development, and the revival of traditional tierçon production. All these measures have medium- and long-term ambitions, since each Louis XIII vintage is the product of 100 years of excellence and patience.
