Moët & Chandon extends Schiphol gifting concept with second pop-up phase
Moët Hennessy Travel Retail and Lagardère Travel Retail have continued their Schiphol activation with a refined second instalment. The initiative arrives as LVMH reports modest growth against a backdrop of geopolitical disruption and softer travel flows.
Moët Hennessy Travel Retail, in partnership with Lagardère Travel Retail, has introduced the second phase of its Moët & Chandon ‘Art of Gifting’ pop-up at Amsterdam Airport Schiphol.
Situated in Lounge 2 and running from March to April, the installation follows an earlier activation in Lounge 1 during December’s festive trading period, when Champagne traditionally plays a central role in traveller purchases. Elements from the initial design have been adapted for the new space, ensuring a sense of continuity between the two phases.
Retail theatre shaped around gifting
The concept centres on Moët & Chandon and its interpretation of gifting, expressed through a retail environment built around the ‘Red Box’ motif. Oversized installations and visual cues draw on the Maison’s Parisian Art de Vivre, inviting travellers to engage with the ritual and sentiment of giving.
A curated assortment spans the house’s core range alongside prestige cuvées. The Limited Editions Winter 2025 to 2026 collection is also featured, with Moët Impérial and Moët Impérial Rosé presented in deep red and vivid pink designs intended to evoke contemporary French style.
Personalisation at the core
Central to the activation is the ‘Art of Gifting’ personalisation service, deployed globally by the brand. At Schiphol, travellers may customise purchases with ribbons in red, green or pink, alongside handwritten notes prepared using coloured envelopes, cards and wax seals.
Brand ambassadors offer a discretionary tasting of Moët & Chandon Impérial Rosé or Moët & Chandon Grand Vintage 2016 Brut, extending the experience beyond the transactional. Purchases are accompanied by collectable pins featuring interlocked padlocks, which can be inscribed with a message in gold pen.
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Sylvie Rougeaux, managing director of travel retail Europe at Moët Hennessy, said: “Gifting is a meaningful gesture that brings people closer together. With the ‘Art of Gifting’ pop-up by Moët & Chandon at Schiphol airport, we wanted to create an experience that goes beyond retail, inviting travellers to personalise, connect and celebrate in a way that reflects the Maison’s Parisian Art de Vivre. This pop-up series also highlights the strength of our partnership with Amsterdam Airport Schiphol & Lagardère Travel Retail, and our continued focus on delivering elevated, experience-led concepts that drive engagement and long-term value for the travellers”.
Bruno Gouisset, CEO at Lagardère Netherlands, added: “Amsterdam Airport Schiphol continues to evolve its retail proposition to meet the expectations of today’s international traveller, where experience and emotional connection play an increasingly important role. This collaboration with Moët Hennessy Travel Retail and Lagardère Travel Retail reflects our shared ambition to create engaging, high-quality retail moments that enhance the overall passenger journey, while reinforcing Schiphol’s position as a leading European hub for premium travel retail.”
A wider retail transformation at Schiphol
The pop-up forms part of a broader repositioning of Schiphol’s retail landscape following Lagardère Travel Retail’s appointment as duty-free operator in May 2025. The strategy centres on a more cohesive and experience-led offer for international passengers, with branded activations acting as focal points for engagement.
Trading context for LVMH
The initiative comes as LVMH reports a modest uplift in trading, as reported by the drinks business on 14 April 2026. Quarterly sales rose by 1% to €19.1 billion on a currency-adjusted basis, slightly below analyst expectations of 1.5%.
According to the same report, disruption in the Middle East reduced total group sales by at least 1%, with lower spending in the region and fewer tourists in Europe affecting performance. Mall traffic in the Middle East, which accounts for 6% of turnover, fell by between 30% and 70%, averaging around 50%, according to finance head Cecile Cabanis.
Within wines and spirits, Moët Hennessy recorded organic growth of 5%, though this represented a 2% decline compared with the previous year. LVMH stated that its Champagne business had made “a good start to the year”, particularly in Europe, as reported by the drinks business.
Despite ongoing geopolitical pressures, most analysts continue to expect a return to growth across the luxury sector in 2026, with LVMH indicating improvement across several regions and categories, excluding the impact of the conflict.
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