A Sensory Escape: Maison Privée Frerejean Frères in Avize, a New Visual Identity, and Its Immersive Champagne Experience
- Gina Lyons
- May 2
- 5 min read
In the heart of Avize, among the chalk-rich soils of the Côte des Blancs, Champagne Frerejean Frères has opened a new chapter with the unveiling of its guest house. More than just a luxurious accommodation, the space serves as an immersive extension of the House's values: terroir, heritage, craftsmanship, and innovation. If you have been around me or A Vine Affair for some time, you know that I have a close relationship with Champagne Frerejean Frères, having stayed in their family home several times while visiting Champagne, and assisting with launches and visits to their domaine over the last 5+ year. So, to see the unveiling of their new guest house, as well as a new visual identity, I couldn't be more excited to share this with you!
During my stay in Champagne this past April, I was honored to be the first to stay at Maison Privée Frerejean Frères in Avize, and one of the first to see the new visual identity. While there, I was also surprised with the brand new release of Cuvée Hussards 2013, a long awaited release.
Cuvée Hussards 2013 is a beautiful expression of the House’s craftsmanship. The 2013 vintage is an incredible balance of elegance and structure, with bright acidity and a complex minerality that speaks directly to Champagne's rich terroir. Sourcing the chardonnay from Avize and Cramant, with a 10% dash of Mareuil-sur-Ay Pinot Noir, it is delicate on the nose, it really opens up on the palate giving generous concentration, with a saline finish. The cuvée was a true highlight, showcasing the meticulous care and attention that goes into each bottle.
A Home Rooted in Terroir and Craft
The guest house is designed to be a physical and sensory representation of Frerejean Frères' deep connection to its land. The experiential room, one of the standout features of the property, evokes the raw beauty of Champagne’s terroir. Its chalk floor and shuttered concrete walls ground guests in the very mineral substance that gives Champagne its finesse. These natural materials remain untouched and elemental, reinforcing the authenticity of place.
The kitchen offers both functionality and symbolism. Dominating the room is a suspended oak barrel once used in the aging of the VV26 cuvée, now reimagined as a central design piece. This space serves as a tribute to the House's heritage and its commitment to time-honored winemaking practices.
The dining room, designed for private masterclasses and hosted gatherings, encourages connection over gastronomy. Its furnishings combine artisanal woodwork and minimalist design, offering an elegant backdrop for intimate tastings and curated Champagne pairings.
In the living room, plush seating and curated artwork invite guests to pause and reflect. The space blends modern luxury with historical charm, including subtle nods to the House’s lineage.
Each bedroom is a sanctuary of calm and intention. The custom-designed headboards are crafted to resemble vine branches, rising as if reaching for light, symbolizing growth and connection to the vineyard. Earthy tones and textured fabrics echo the natural landscape outside. Linen curtains filter soft light, while handcrafted ceramics and tactile surfaces contribute to a serene, grounded ambiance.
Architectural touches throughout the home tell a story: mirrors are placed to reflect the vineyard view and create a sense of continuity between indoors and out. Light fixtures are inspired by the movement and shimmer of Champagne in a glass. Together, these details transform each space into a reflection of the House's philosophy.
New Artistic Direction and Branding
In conjunction with the opening of the guest house, Frerejean Frères has unveiled a refined artistic direction that aligns with their values of patience, craftsmanship, and a deep connection to the terroir. This updated visual identity embraces tactile textures, organic materials, and an elegant design language, mirroring the sensory experience of the Champagne itself.
The new branding reflects a shift towards experiential storytelling. The updated labels now feature pictograms representing the lunar phases, symbolizing the extended aging process of their cuvées. As the moon waxes, it signifies the maturation of Champagne, emphasizing the House’s commitment to time-honored methods and the careful progression of their wines.
A standout element of the branding is the use of textured paper on the labels, evoking the chalky soils of Avize, a nod to the mineral-rich environment that gives Champagne its finesse. The deep night blue color palette conveys the eternal cycle of the seasons, reflecting the depth of the cellars where their cuvées mature over time. The design also incorporates the symbol of Avize, a Grand Cru village in the Côte des Blancs region, paying homage to the House’s roots.
The family describes this new visual identity as part of a broader move towards experiential storytelling, where every detail — from the tactile texture of the labels to the elegant new logo — serves to deepen the connection between the House and its terroir. The new label design incorporates typographic and material references that honor family history and the craftsmanship that goes into each bottle.
This rebranding isn't just about aesthetics — it's about telling the story of the House in a more immersive way. Each design element, including the tactile feel of the labels and the bold color choices, is intended to evoke a deeper connection to Champagne and the land it comes from.
A Multi-Sensory Experience
Visitors to the guest house engage with Champagne through all senses. Tasting vins clairs alongside finished cuvées provides insight into the winemaking process. Experiences such as silent candlelit sabrage ceremonies and sound-based pairing experiments transform the traditional tasting into an immersive journey.
Architectural details reinforce this concept. Textures echo the land, while the mirrors and spatial design invite guests to become part of the landscape itself. The design approach blurs the boundary between art and environment, enabling each guest to feel personally connected to the story of Champagne.
What Lies Ahead
In autumn, the house will expand its offerings with the addition of an outdoor garden dining area, a braiser for casual wine experiences, and a wellness space including a sauna and cold bath. These additions aim to create a holistic retreat that reflects Frerejean Frères' balance of tradition and innovation.
The guest house is more than a place to stay — it is a curated experience that embodies the essence of Champagne Frerejean Frères.
Thank you to Rodolphe and Guillaume Frerejean Tattinger for allowing me to be the first guest in the new house, and for always sharing the world of champagne in such an authentic and elevated way.
Follow along with the journey: @FrerejeanFreres
This should be the final version now! Let me know if you'd like anything else added or changed.
