Smoke, embers and champagne set Dubai’s dining scene ablaze.
Armand de Brignac, instantly recognisable by its pewter Ace of Spades bottle, is a name synonymous with luxury and hip-hop. In 2006, music mogul Shawn “Jay-Z” Carter didn’t just buy a bottle of champagne; he bought a stake in the company. This strategic move catapulted the brand into the spotlight, with the rapper-turned-entrepreneur reshaping Armand de Brignac’s image, injecting a dose of hip-hop swagger into the brand.
His music videos featured Armand de Brignac prominently, and lyrics referenced the champagne by its nickname, “Ace of Spades.” Armand de Brignac’s sales skyrocketed, and the brand gained a reputation for being luxurious yet relatable. For Jay-Z, the investment not only yielded financial rewards but also solidified his image as a savvy businessman.
In 2021, Jay-Z made another strategic move. He sold a majority stake in Armand de Brignac to LVMH, the luxury goods giant, for a reported sum exceeding $600 million. This move secured his financial gains while ensuring the brand’s future within the luxury market.
Now, Smoked Room Dubai, Chef Dani García’s exclusive and intimate 14-seat Fire Omakase concept, has announced a collaboration with Armand de Brignac Champagne. From perfectly seared Wagyu A5 from Saroma to the delicate Smoked Eel Nitro Tomato, each dish is thoughtfully crafted to enhance the nuances of the champagne, this partnership promises to redefine the standards of sophistication in Dubai’s gastronomic scene.
“We are thrilled to partner with Armand de Brignac Champagne to elevate the dining experience at Smoked Room Dubai,” said Ugo Calia, Restaurant Manager at Smoked Room Dubai. “Our collaboration represents a fusion of culinary artistry and unparalleled craftsmanship, inviting guests to indulge in the finest flavours and luxuriate in moments of pure decadence.”
“We are delighted to join forces with Smoked Room Dubai, a beacon of culinary excellence in Dubai,” said Gerald Loparco, Vice President of EMEA at Armand de Brignac Champagne. “Together, we aim to create a sensory experience that transcends expectations, combining the finest flavours with the timeless elegance of champagne.”
The collaboration began with a private dinner to celebrate the launch of Armand de Brignac’s latest product: Blanc de Noirs Assemblage N°4. Guests, including rapper Memphis Bleek, enjoyed a special omakase tasting menu complemented by Armand De Brignac’s Champagne collection.
Smoked Room Dubai will be the only restaurant in the world serving the whole range of Armand de Brignac Champagne by the glass. The collaboration starts in June 2024.
GO: Follow @smokedroom.dubai on Instagram for more information.