DENTREE
Jerome Canovas, Brand and Commercial Director Remy Cointreau
“We applied ourselves to the concept of ‘expect the unexpected’ while rolling out DENTREE.‘’
As a company, Rémy Cointreau has set up ambitious CSR KPIs. We were looking for a way to demonstrate these commitments to the end consumer, and that’s how the idea of opening a bar happened. DENTREE takes its name from the ‘den tree’ — a large tree that serves as a hidden oasis within the bustling city, where people and nature come to rest, connect, and grow together.
As the first, officially certified carbon neutral bar in China, DENTREE demonstrates Rémy Cointreau’s commitment to ‘Terroir, People and Time’. Sustainability is at the core of its philosophy, from the selection of the construction materials to the conception of the drinks and the targeted zero waste when it comes to ingredients.
Sustainability and carbon neutrality were at the heart of the project from the very beginning, allowing us to achieve almost 50% of circularity (VS 5% for industry average). We managed to overcome the challenges thanks to the dedication and resilience of everyone involved, from the designers of the place to the contractors who sourced eco-friendly or low carbon print materials, and the team who runs it!
At the beginning when we started to look for a location, we searched many places and eventually chose ANKEN Air. It gave me the right feeling as well as positioning for DENTREE as a pioneering bar of sustainability and the future. I knew this was the place.
ANKEN Air is an oasis hidden within the neighborhood, it echoes the notion of DENTREE as a large tree that serves and nourishes the community. As a unique bar of sustainability in Shanghai, our goal is to build DENTREE as an urban destination to attract like-minded people.
ANKEN Air has a great community and being part of a creative space is a big plus for us, these are the forward-thinking people that we are targeting. There are numerous residents that are regulars, and it really feels like a natural fit. Yes, it is not in a bar street with high traffic, making us work smarter to make DENTREE a destination.
We are very happy about increasing traffic numbers since spring. It is so busy on the weekend that patrons must wait to get a table. We are proud to count around 20% regulars, and most of our clients are below 30 years old. So, our CSR messages are reaching the younger generation.