The Ruinart pavilion in Reims in the TIME 2025 ranking?
A confidential place that can’t be ignored. Behind its stone and glass walls, a major transformation has taken place. Ruinart’s Pavillon Nicolas no longer simply welcomes visitors: it offers a new interpretation of oenological luxury, between cultural immersion and a strong architectural gesture.
Worldwide recognition raises questions about tomorrow’s tourism
Each year, TIME ‘s ranking of “The World’s Greatest Places” serves as a barometer of new destinations to watch. In 2025, only three French locations feature: Notre-Dame Cathedral in Paris, the Hôtel de la Plage in Cap-Ferret and… the Pavillon Nicolas in Reims. A limited selection, which begs the question: what is a tourist site today?
The answer seems clear: experience counts for more than historical prestige. Maison Ruinart, owned by the LVMH group, has made this shift with precision. Thanks to an architectural reinterpretation by Sou Fujimoto and an interior design by Gwenaël Nicolas, the premises now embody a subtle dialogue between winegrowing tradition and contemporary aesthetics.
The Nicolas pavilion at Ruinart: a space designed to last
Inaugurated in autumn 2024, the new pavilion meets a pragmatic need: to relieve congestion in the UNESCO-listed Gallo-Roman cellars, which were turning away visitors by the hundreds. Today, 50,000 visitors are expected each year, attracted by a more fluid and accessible approach.
The site includes a bar, lounges and a boutique, as well as an ambitious cultural program. Exhibitions, tastings, artistic events: Maison Ruinart relies on a global experience to win the loyalty of a public in search of meaning.
Why this address could redefine wine tourism in France
More than just an announcement, this recognition marks a fundamental change. At a time when tourism is becoming slower and more qualitative, Reims is establishing itself as a new landmark of discreet luxury. An address to discover before it’s taken by storm.
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