Dom Pérignon offers ‘transformational’ experience

Dom Pérignon is launching a free 15-minute immersive experience that it says will take guests on a “multi-sensory journey to uncover the magic” of its Champagnes.

Dom Pérignon’s Transformation installation

Pitching up at South Molton Street in Mayfair for four days only, from 20-23 October, Dom Pérignon’s Transformation installation will start with a tasting of Dom Pérignon P1 2006.

From there participants will be guided to the house’s second Plénitude (P2) – a classification unique to Dom Pérignon determined by the age of a Champagne.

Conceived by cellar master Richard Geoffroy, the concept recognises that each vintage peaks at a number of different times, 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 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”, said cellar master Richard Geoffroy.

Christopher Waltz in the new P2 campaign

The Champagne house recently announced a new marketing campaign for its P2 Champagne featuring Oscar-winning actor Christopher Waltz. The new campaign, called ‘Meet the Ultimate Dom Pérignon, P2 Plénitude Deuxième. Touched with plénitude’, sees Waltz “capture” the multitude of expressions and emotions contained within a bottle of P2.

The photography was handled by Billy Kidd, a photographer well known for his expressive portrait work, which made him the “natural” choice to shoot the campaign.

Over the four days of Transformation, Dom Pérignon will partner with Fera at Claridge’s to offer guests exclusive Dom Pérignon P2 menus and tastings, hosted in a lavish Dom Pérignon Suite.

Entry is complimentary but slots must be booked in advance at uk.domperignon.com/transformation.