News
Taittinger opens restaurant Polychrome in Reims
The champagne house Taittinger has opened a new restaurant, Polychrome, in Reims on 14 June 2025, marking a significant step into branded hospitality.
What happened
On 14 June 2025, Taittinger opened the doors of Polychrome, a new restaurant situated in Reims, the historic capital of the Champagne region. The venture represents a formal move by the champagne house into the hospitality sector, establishing a branded dining destination at the heart of one of France's most celebrated wine-producing cities.
Why it matters
For a champagne house of Taittinger's standing, the decision to open a restaurant is more than a commercial diversification — it is a statement of intent about how the house wishes to be encountered. Polychrome offers visitors and enthusiasts a curated point of entry into the Taittinger world, one that extends beyond the cellar tour or the tasting room. In doing so, Taittinger joins a broader movement among major champagne producers to invest in immersive brand experiences that deepen engagement with both established connoisseurs and a new generation of curious travellers.
The opening also carries significance for Reims itself. As the principal city of the Champagne appellation, Reims has long attracted visitors drawn by its cathedral, its history, and its cellars. A restaurant of this nature, anchored to one of the region's most recognised houses, reinforces the city's position as a destination for luxury tourism and gastronomic travel.
More broadly, the willingness of a major champagne producer to commit to a hospitality venture of this kind signals confidence — in the luxury market, in regional tourism, and in the enduring appeal of Champagne as a place as much as a product.
Context
Reims sits at the centre of the Champagne region in north-eastern France and has historically served as the base for many of the appellation's most prominent houses. The city's identity is closely bound to champagne production, and investment in hospitality infrastructure by the houses themselves has become an increasingly visible feature of the regional landscape. Taittinger's opening of Polychrome on 14 June 2025 adds a new chapter to that ongoing story.