Camus to unveil largest-ever boutique with CDFG at new Haikou International Duty Free Shopping Complex

The expansive and elegant Camus boutique will affirm the brand’s artisanship and heritage dating back to 1863

CHINA. Camus will unveil a 621sq m boutique – its biggest ever – at the spectacular China Duty Free Group-run Haikou International Duty Free Shopping Complex which opens in Haikou, Hainan province on 28 October,

Camus described the opening as a milestone in its luxury strategy. Notably, the boutique is located on the lower ground floor, a zone normally dedicated to luxury fashion or jewellery.

Camus President Cyril Camus said: “Since 2018 we have designed the new brand vision of Camus in order to reach the position of leader in the world of XO and above for the Cognac world. [We bring] A world of experiences and made to measure services based on our French independent roots and enhanced by my 25 years of experience and entrepreneurship based in China.

“CDFG is establishing a new standard in the travel retail world, and we are extremely proud of their trust and their support.”

The boutique will offer a wide selection of Camus Cognacs. Here are some of the highlights:

Les Atelier Camus features a selection of “unique masterpieces and bespoke Cognacs.” Most of those prestigious units will be exclusive to CDFG and available only in this store. The boutique offers unique access to ‘one-of-one’ pieces that are normally reserved for collectors and require six to nine months’ waiting time.

Les Atelier Camus: A selection of “unique masterpieces and bespoke Cognacs”

The Extra and Royal Banquet – Describing itself as the world leader in super-premium Cognacs, Camus said its Extra Cognac commands more than +50% market share of the above-XO category. It will be available in an exclusive, value-added duty free pack. Camus Royal Banquet is a new product built on the success of the Borderies range, but also containing some Cognacs distilled more than 100 years ago.

The Camus core range includes the brand’s highly awarded Borderies and Intensity range, featuring a new ‘bold and timeless’ design of Camus XO. The offering features a super-premium 50cl flask of Camus Borderies Special Dry, twice as aromatic and designed especially for travel retail and the discerning traveller, Camus said.

Additionally, Camus will introduce a new GMC Cognac expression to travel retail, recreated from the recipe supplied to the royal courts from the 19th century. It will be joined by Private Collection, a limited series of XO special blends with an elevated level of personalisation designed as the ultimate gift for any occasion.

The boutique’s design concept presents the brand’s artisanship and heritage, inspired by the traditional Cognac region wineries. This focus expresses itself in a display of curved Cognac barrel spaces deep in the cellar.

The architectural elements, featuring a rounded ceiling with divisions, are decorated with marble and brass accents designed to lead a contemporary touch and immersion into the luxury world of Camus Cognac. The pillars recall the chalky white soils of the Cognac vineyards and patterns of the sought-after Borderies cru, mirroring the brand’s dedication to preserving vineyard environments.

Tradition meets modernity: Camus describes the opening as a milestone in its luxury strategy

Camus said the boutique “pushes the boundaries of retail innovation and the meaning of luxury.” It also features eye-catching integrated screens and multiple in-store digital displays, creating an “immersive ever-evolving theatre,” the company commented.

The prime feature within the shopping space is a majestic chandelier comprising different layers of lighting and forming multiple logos of the brand, beautifully lit from above. A large central tasting table puts the customer at the center of the experience.

Summing up the experience, the Cognac house said that the boutique is an invitation to discover the Camus universe, featuring a gallery of its most prestigious products and a series of tasting and blending workshops. Additionally, six distinct areas allow visitors to experience 3D art theatre, product personalisation, VIP tasting opportunities, and a Camus hero in-store engagement feature, Master Blender.

The Experience Gallery: An “immersive ever-evolving theatre” 

Two VIP rooms, hidden by a secret door, reflect the warm tones of the Borderies landscape and the blue accents of Hainan. The combination strengthens the long-lasting partnership between the two worlds, creating an inviting environment for guests to relax and enjoy a glass of fine Cognac, Camus said.

The boutique offers an invitation to discover the Camus universe
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In July The Moodie Davitt Report launched a new quarterly eZine called The Moodie Davitt China Travel Retail Report. The cover story was dedicated to China Tourism Group. Click on the image to read the bi-lingual title. The next edition, to be published in November, will major on the opening of the Haikou International Duty Free Shopping Complex. Please email Kristyn@MoodieDavittReport.com for a free first-year subscription. For editorial details please contact Martin Moodie at Martin@MoodieDavittReport.com. For advertising enquiries please email Irene Revilla at Irene@MoodieDavittReport.com

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