Moët Hennessy Opens Rosé Lumière Pop-Up at London Department Store

Champagne house Moët Hennessy has opened Rosé Lumière at London department store Selfridges. It is a cinema-inspired Art Deco pop-up bar and shop designed to “showcase the rosé stars from leading lights in the Moët Hennessy portfolio: Veuve Clicquot, Moët & Chandon, Ruinart and Château d’Esclans.”

Pink spring by the glass

The pop-up went live on February 7^th and will run throughout the spring months until June. In a clear bid to get shoppers to taste different wines, both non-vintage and vintage cuvées of Champagne Veuve-Clicquot, Ruinart and Moët & Chandon Champagnes will be available by the glass, as well as three different wines by Château d’Esclans: Whispering Angel Rosé, Rock Angel Rosé and Garrus Rosé. The “Prestige Flight” even includes Dom Perignon Rosé. Beyond buying and sipping, however, customers can also learn via “vintage-themed, educational experiences including tasting flights and cocktail masterclasses with mixologists.”

Star in your own movie

The French cinema theme will come alive with “eye-catching neon signs and classic cinema-style trailer hoardings, presenting the starring roles of each rosé wine as film title.” Shoppers will also be able to buy and individualised souvenir of their French-cinema themed experience: “The rosé counter offers the opportunity to ‘star in your own movie,’” Moët Hennessy promises, “with a choice of four limited edition film posters that can be digitally personalized as exclusive art prints to accompany bottle purchases.”

Telling the story of pink

“Our Moët Hennessy Champagne and wines portfolio is full of stories and characters who have made the rosé category we know today,” says Moët Hennessy Champagne Ambassador Ethan Boroian about the pop-up. It was Madame Clicquot – the famed widow – who invented the first known blended rosé Champagne in 1818, Moët & Chandon have perfected the rosé-production process with thermovinification over the past decades while Champagne Ruinart has made rosé Champagnes since 1764.

The pop-up will be open 10am to 9pm from Monday to Saturday and from 11:30am to 6pm on Sundays.