Champagne Thiénot “Le 3”: A Legacy Reimagined
Paris
2026
In the heart of Reims, Le 3 by Maison Champagne Thiénot defines a new era of oenotourism where luxury is lived, not just possessed. Set behind a 1920s facade and perched above 13th-century cellars, this hybrid ecosystem—designed by Malherbe Paris—blends history, design, and hospitality into a single 360° destination.
The experience is centered around a sun-drenched cloister that intuitively guides visitors through an “open museum” dedicated to the heritage of the Champagne region. From the immersive digital scenography in the vaults to the refined boutique hotel and spa, every space was conceived to prioritize education and emotion over traditional retail.
This project marks a strategic shift where hospitality becomes the brand. By merging a rooftop bar overlooking the Reims Cathedral with a contemporary sensory journey, we collaborated with the Thiénot family to create a legacy venue where terroir honors innovation.
#MalherbeParis #ChampagneThienot #Le3 #LuxuryHospitality #Oenotourism #ExperienceDesign #Architecture #Reims #ReimsCathedral
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