Moët Hennessy Global Travel Retail has partnered with Dubai Duty Free to unveil a groundbreaking experience at Dubai International Airport (DXB): the first-ever Moët & Chandon x Pharrell Williams pop-up in global travel retail. Located in Terminal 3, Concourse B Departures, this activation occurs within the main Emirates terminal, one of the busiest hubs in the world, and is designed to embody the spirit of celebration, joy, and generosity that characterizes this limited-edition collaboration.
Launched globally on March 1st, the Moët & Chandon x Pharrell Williams Collection invites consumers to reimagine the birthday experience from the perspective of those who honor us. The collection features the Brut Impérial dressed in captivating Midnight Blue, Deep Red, and Gold, each adorned with Pharrell Williams’ monogrammed seal and signature pearls. This transformation turns each bottle into a unique collectible, making them ideal gifts for various occasions.
Taking inspiration from the Maison’s 1889 packaging—where the iconic tie once resembled a bow—Pharrell Williams has reinterpreted this symbol into an oversized fabric creation embellished with signature pearls. This design serves as a tribute to togetherness, surprise, and joy, reinforcing the celebratory theme of the collection.
The centerpiece of the pop-up shop is a massive gift box in midnight blue, visually representing the essence of gifting and celebration. Central to this display is an oversized fabric bow, harkening back to the early packaging of Moët & Chandon. This embroidered bow is not just a decorative element; it’s detachable and can be worn as a stylish brooch, providing a fashionable keepsake for customers.
The immersive pop-up space, which opened in early April, offers international travelers a unique opportunity to explore the Moët & Chandon x Pharrell Williams collaboration. Visitors can pick their favorite limited-edition bottle and personalize it as a gift. The process is simple yet memorable: after selecting a bottle, travelers can wrap it beautifully, adding a ribbon and handwritten message to elevate the gifting experience.
The experience extends beyond mere purchasing; Dubai Duty Free enhances the interaction with a special photo opportunity and complimentary Polaroids, capturing the moment. Pharrell Williams’ curated Moët & Chandon playlist further enriches the atmosphere, allowing travelers to enjoy curated tunes throughout their visit. With a QR code to save the playlist and a keepsake Polaroid as a memory, guests can seamlessly turn their airport experience into lasting recollections.
Dubai Duty Free Managing Director, Ramesh Cidambi, expressed excitement about hosting the pop-up, emphasizing its uniqueness as an unparalleled gifting experience for travelers. “We are very pleased to unveil this collaboration with Moët Hennessy Global Travel Retail,” he stated, highlighting the event’s exclusivity in travel retail.
Moët Hennessy Regional Director for Southern Europe, the Middle East & India, Romain Carricaburu, remarked on the milestone this launch represents for the partnership between Moët & Chandon and Pharrell Williams. “As the only physical manifestation of this collaboration in travel retail worldwide, the pop-up encapsulates the spirit of joy, optimism, and celebration that underscores this partnership,” he noted. Carricaburu highlighted that this activation was designed to allow travelers to enjoy celebratory moments in support of one another, aligning perfectly with the ethos of the Moët & Chandon brand.
Given that Dubai International Airport is the world’s busiest international airport for 2024, the pop-up provides a perfect opportunity to showcase this joyful experience to a global audience, transforming travel moments into lasting memories.
