In Épernay, at the heart of the Moët & Chandon House, the intervention goes beyond a simple lounge: it redefines the entire visitor journey, including the entrance hall, the tasting experience area, and the boutique, transforming an iconic location into a fully embodied brand environment.
Guided by the M.A.T.R.I.C.E.® methodology and rooted in a ROX-driven approach, the project clarifies uses, structures key moments, and aligns each sequence with a single ambition: to bring the House’s promise to life within the space. The entrance becomes a manifesto-like hall—clear, iconic, and immediately legible. The tasting experience unfolds as a staged ritual of celebration, where gesture, light, materials, and rhythm work together to create emotion. The boutique is organized as a seamless journey, from discovery to gifting through to conversion, without disruption or overload.
Together, these elements create a coherent and sensory experience: the space supports the narrative, strengthens the brand’s presence, and extends its standard of excellence.
Client: Moët & Chandon
Program: Entrance Hall · Tasting Area · Boutique
Year: 2024
Area: 57 sqm for the hall · 203 sqm for the lounge · 216 sqm for the boutique
Status: Completed
In Épernay, at the heart of the Moët & Chandon House, the intervention goes beyond a simple lounge: it redefines the entire visitor journey, including the entrance hall, the tasting experience area, and the boutique, transforming an iconic location into a fully embodied brand environment.
Guided by the M.A.T.R.I.C.E.® methodology and rooted in a ROX-driven approach, the project clarifies uses, structures key moments, and aligns each sequence with a single ambition: to bring the House’s promise to life within the space. The entrance becomes a manifesto-like hall—clear, iconic, and immediately legible. The tasting experience unfolds as a staged ritual of celebration, where gesture, light, materials, and rhythm work together to create emotion. The boutique is organized as a seamless journey, from discovery to gifting through to conversion, without disruption or overload.
Together, these elements create a coherent and sensory experience: the space supports the narrative, strengthens the brand’s presence, and extends its standard of excellence.
Client: Moët & Chandon
Program: Entrance Hall · Tasting Area · Boutique
Year: 2024
Area: 57 sqm for the hall · 203 sqm for the lounge · 216 sqm for the boutique
Status: Completed
BRANCHE is a creative studio based in Paris, specializing in spatial design and visual identity. We have developed the M.A.T.R.I.C.E® method to measure brand space experience.
Two expert and complementary studios come together at the heart of BRANCHE:
Atelier la BRANCHE | Experience Space®
Architecture is the spatial expression of the DNA of a place, a brand, or an institution. It ensures a deep coherence between intention, materiality, and experience, allowing each project to embody a distinctive and enduring identity.
We design responsible architecture, mindful of its context, the clarity of circulation, and user comfort. Our work spans from residential to flagship projects, from hospitality to retail, delivering precise and context-driven responses.
ALB DESIGN | Identity Architecture®
We approach brand identity as a total experience, where signs, imagery, light, interactions, and uses come together to form a sensitive and engaging journey. This approach enables the creation of clear and coherent emotional universes.
We build identities designed to express themselves at every scale: visual worlds, graphic principles, print and digital, signage, guidelines, and scalable systems.
BRANCHE is a creative studio based in Paris, specializing in spatial design and visual identity. We have developed the M.A.T.R.I.C.E® method to measure brand space experience.
Two expert and complementary studios come together at the heart of BRANCHE:
Atelier la BRANCHE | Experience Space®
Architecture is the spatial expression of the DNA of a place, a brand, or an institution. It ensures a deep coherence between intention, materiality, and experience, allowing each project to embody a distinctive and enduring identity.
We design responsible architecture, mindful of its context, the clarity of circulation, and user comfort. Our work spans from residential to flagship projects, from hospitality to retail, delivering precise and context-driven responses.
ALB DESIGN | Identity Architecture®
We approach brand identity as a total experience, where signs, imagery, light, interactions, and uses come together to form a sensitive and engaging journey. This approach enables the creation of clear and coherent emotional universes.
We build identities designed to express themselves at every scale: visual worlds, graphic principles, print and digital, signage, guidelines, and scalable systems.