Where Bubbles Meet Art: The Veuve Clicquot Champagne is Still Showcased at La Samaritaine, Paris
- Geraldine Provost
- Jul 18
- 3 min read
In the golden heart of Paris, where art, fashion, and opulence intersect beneath gilded domes and Art Nouveau balustrades, a sparkling celebration continues to unfold. At La Samaritaine, the historic department store reborn by LVMH, an effervescent homage to Veuve Clicquot—the grand maison de champagne—is still drawing champagne lovers and aesthetes alike. This isn’t merely a pop-up or a product display. It’s a curated experience, a love letter to the enduring French spirit of celebration, housed in a department store that is itself a monument to luxury retail.
A Maison Within a Maison: The Art of Champagne Display
For decades, Veuve Clicquot has been synonymous with sunshine—not just in hue, but in its philosophy of optimism, elegance, and resilience. Since its founding in 1772 and its revolutionary leadership under Madame Clicquot—one of the first businesswomen of modern history—the maison has been on a quest not only to perfect champagne but to elevate it to an art form.
At La Samaritaine, that artistry takes center stage. The display, which remains part of the Icons of Summer series curated by DFS Group, turns a corner of the grand magasin into a glowing, solar-inspired boutique wrapped in Veuve’s iconic yellow. This installation has become a semi-permanent fixture, adapting seasonally but rooted in the ongoing partnership between DFS (which manages Samaritaine’s retail revival) and LVMH’s Maisons.
You’ll find the boutique nestled inside the Rivoli wing of La Samaritaine—chicly placed where luxury meets lifestyle.Visitors are invited into an immersive world of limited-edition vintages, customizable gifting, and heritage storytelling. The boutique doesn’t just display bottles; it unveils narratives—of terroir, craftsmanship, and a legacy of innovation. You can purchase one of the house’s celebrated cuvées, like La Grande Dame, or explore exclusive gift sets designed for collectors.
What’s unique here is the sensory blend of retail and ritual. With warm lighting, minimalistic shelving that lets the golden labels gleam, and art pieces that echo the bold modernity of the brand, this boutique echoes Veuve Clicquot’s design-forward campaigns while honoring Madame Clicquot’s enduring motto: “Only one quality, the finest.”
Heritage in a Modern House: Why Samaritaine Matters
The Veuve Clicquot showcase is made even more potent by its setting. La Samaritaine is more than a department store—it’s a symbol of Parisian rebirth. After being shuttered for 16 years due to safety regulations, the space reopened in 2021 as a shimmering hub of fashion, design, wellness, and gastronomy, anchored by brands that celebrate heritage and innovation. The building, restored to its Belle Époque and Art Deco glory, makes for a fitting partner to a brand like Veuve Clicquot, where every label carries centuries of savoir-faire.
This isn’t the first time Samaritaine has hosted a Veuve Clicquot showcase, but its enduring presence is a testament to its success. With Veuve Clicquot's 250th anniversary just behind us, the maison is leaning into brand storytelling like never before—and Paris, the eternal stage, offers the perfect backdrop.
DFS’ 'Voyage Samaritaine' program continues to turn shopping into cultural discovery. From curated art exhibits to immersive displays by LVMH brands, the department store’s floors read more like an evolving museum of lifestyle. And champagne, long the drink of royalty and rebellion, is a fitting centerpiece.
Why It Resonates Now
In a world turning increasingly toward digital experiences and transient trends, Veuve Clicquot’s showcase at La Samaritaine is a reminder of the enduring power of craftsmanship, place, and ritual. It invites passersby—tourists, flâneurs, and fashionistas—to pause, sip, and immerse themselves in the ethos of joie de vivre.
Whether you're gifting a bottle or discovering the story behind a label, the boutique does more than sell champagne. It offers entry into a world—one where bubbles are symbols, and sipping is elevated to ceremony. The Veuve Clicquot boutique is still there, a steady sun in the revolving galaxy of Parisian luxury. And much like the maison it honors, it ages only with grace.
📍 Where to Visit:
La Samaritaine 9 Rue de la Monnaie, 75001 Paris
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