Dom Pérignon to host immersive installation experience

Dom Pérignon is taking consumers on a multi-sensory journey to uncover the magic of the champagne brand, with a pop-up exploring sight, sound and taste.

Dom Perignon: champagne experience
Dom Perignon: champagne experience

The fifteen-minute experience aims to encapsulate the unique history and alchemy behind the creation of Dom Pérignon. Opening its doors on South Molton Street, in the Lanes of Mayfair for four days, the installation is entitled 'Transformation’ and will start wiith a tasting of Dom Pérignon vintage 2006. 

Dom Pérignon only releases vintage champagnes, created using the best grapes from an exceptional year’s harvest. Transforming in the cellars over time, each vintage evolves in a succession of peaks known as Plénitudes, offering different expressions of the same vintage. Dom Pérignon’s champagnes reach their first Plénitude (P1) after seven years and the second Plénitude (P2) after 15 years.

The experience, running from the 20-23 October, will take participants on the transition from the first to the second Plénitude. On entering, senses will immediately be heightened as they indulge in the opulent taste of P1 2006, whilst being transported through the history of Dom Pérignon by the voice of cellar master Richard Geoffroy. Here, guests will be encouraged to prepare for the storm of creation which replicates the evolution of each vintage. The interactive experience uses guests’ own movements to control an electrical storm in an inspiring piece of multi-sensory motion generated art. Layers of light and sound build, evoking a series of emotions as guests are fully immersed in the world and creation of Dom Pérignon.

Speaking about ‘Transformation’ Geoffroy said: "The energetic lifespan that our wines go through play a pivotal role in transforming our vintages, it isn’t a static process, but an evolution and we hope to bring this to life with Transformation".

For the duration of ‘Transformation’, Dom Pérignon will aslo be partnering with Claridge’s to offer guests the ultimate Dom Pérignon gastronomy experience. The partnership will see Geoffroy and Simon Rogan, chef patron of Fera at Claridge’s, collaborate to produce exclusive Dom Pérignon P2 menus and tastings, hosted in a lavish Dom Pérignon Suite.

Dom Pérignon will feature in a vintage champagne tasting next month, alongside Veuve Cliquot and Moet et Chandon. Earlier this year, Krug Champagne staged an exclusive island music event

Comment below to let us know what you think.

For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, register and subscribe to Event and our bulletins.