Rooted in Exception by Rémy Martin: a mixed-reality experience in Los Angeles

6 July 2017

Rooted in Exception by Rémy Martin: Experiencing Cognac Fine Champagne

Together with Kazendi, a HoloLens development studio, Rémy Martin developed a playful and educational way of explaining to the clients how it is “Rooted in Exception” notably, through specializing in Cognac Fine Champagne 70 years ago.  Accompanied by the voice of Baptiste Loiseau, the Cellar Master of the House, the client is invited to approach a 3-dimensional table with topographical design on which the HoloLens are showing holographic elements of Cognac Grande Champagne and Cognac Petite Champagne vineyards.  Those eaux-de-vie blended together with specific rules give birth to Cognac Fine Champagne, and the essence within the Rémy Martin range, Rémy Martin XO.

“To us, Mixed Reality is an amazing opportunity for storytelling.  How better could we engage our clients and reveal our roots?  Our chalk?  Our exception?  Than by quite literally raising it out of the ground, for our clients to see, and be convinced about Rémy Martin thanks to the breath-taking HoloLens technology?”  explained Augustin Depardon, Remy martin Global Executive Director. 

“Ultimately, mixed reality is deeply about engaging people in new social experiences.  We are thrilled to launch our first consumer brand experience using HoloLens with Rémy Martin, who, although an almost 300-year-old brand, keeps on nourishing its exception and tradition through innovation” declared Maximilian Doelle, Kazendi Chief Holographic Officer.


Two years after launching the very first bottle connected through High-Security NFC technology, Rémy Martin is now one of the very first brands to bring to worldwide consumers a mixed reality experience using Microsoft HoloLens.  This innovation project recognizes the prominent role of digital in our lives.  Whether at work, at home, alone or with friends, but always on a screen that separates us from the world around us.  At Rémy Martin, as we are meant by nature to bring people together for exceptional moments of sharing and celebration, Microsoft’s new technology came naturally as an immediate innovation answer.

Microsoft HoloLens is the first self-contained, holographic computer, enabling people to engage with virtual content and interact with holograms in the world around them.  Instead of locking up people in a virtual world, mixed reality brings people, places, and objects from physical and digital worlds together.  It combines the thrill of virtual reality with the power to engage with and personalize surroundings.