Dom Pérignon launches Transformation pop-up in Mayfair

Dom Pérignon will this month open a pop-up installation in Mayfair called 'Transformation', designed to take guests on a 15-minute 'multi-sensory journey'.

Dom Pérignon said that its free-of-charge, pop-up in Mayfair will open for four days from 20 October in central London and was designed to give guests a ‘multi-sensory experience’ of its Champagne.

Entitled ‘Transformation’, the experience aims to simulate the sensations of Dom Pérignon through a 15-minute long exploration of sights, sounds, and tastes.

The pop-up includes a tasting of Dom Pérignon Vintage 2006, which sells for around £100 a bottle.

Tasting: 10 years apart 1996 Champagne & 2006 Champagne

‘Transformation’ will be constructed on South Molton Street, in the Lanes of Mayfair, just off Regent Street in London.

The name ‘Transformation’ refers to the way that each vintage changes in the cellar, reaching its peak after firstly seven and then 15 years, according to Dom Pérignon.

At these points, the wines are released as ‘Plénitudes’, and are sold as P1 and P2, offering different expressions of the same vintage.

Dom Pérignon will also collaborate with Claridges for the celebration of its latest P2 release. Cellar master Richard Geoffroy and Simon Rogan, chef patron from Fera at Claridges, have created menus to pair with the Champagne.