Events - The Cheese Experience: a sensory and gourmet odyssey that transforms Paris into the enchanted capital of cheese

By Mulder, Paris, Passage Jouffroy, 03 december 2025

There are days when you think you've seen, tasted, and smelled everything—and then, on December 3, 2025, in the heart of Passage Jouffroy, The Cheese Experience grabs you by the taste buds and reminds you that the world is still full of unexpected treasures. Our media outlet had the chance to get a sneak preview of this crazy and innovative adventure, and suffice to say that we came out captivated, with smiles on our faces and our senses still tingling. Spanning 350 m² in the heart of Boulevard Montmartre, this unique experience offers total immersion, where projections, sounds, smells, and textures transform cheese tasting into a true sensory comedy. From the very first moments, what strikes you is the contagious good humor of the place: a space designed to be fun, educational, generous, and totally unapologetic in its touch of madness. This concept, spearheaded by the passionate Fabrice Gepner, reminds us that a tasting can be serious in terms of quality while remaining joyfully irreverent in form, and we highly recommend discovering it as soon as it opens, as the experience leaves a lasting impression.

As soon as you enter the first room, the tone is set: “here, we're going to make a big deal out of cheese.” But literally. Each room introduces a new dairy protagonist, guided by a mischievous voice-over that distills anecdotes, surprising stories, and manufacturing secrets. The setup is simple but devilishly effective: a shared trolley with cheeses under cloches, 120 grams of nuggets created by Meilleur Ouvrier de France Gérard Petit, two glasses of wine or a craft juice to enhance the pairing, and a collective ritual that reinforces the ceremonial aspect. At each signal, everyone lifts their dome at the same time, breathes, tastes, comments, and shares. You almost find yourself experiencing the scene as a joyful initiation rite, a kind of gourmet mass conducted with humor. The atmosphere constantly oscillates between the elegance of the products, the subtle education, and a deliciously orchestrated self-deprecation.

But one of the strokes of genius of the experience remains the creation of the Cheesiz, colorful cheese characters who breathe narrative life into the journey. We meet Blue Roquefort, a former rocker in a leather jacket who throws out punchlines and crazy stories, and Brother Munster, a monk with a slight penchant for wine, who evokes both Kaamelott and the laughter of a family dinner. Alongside them, Madame Brie, Captain Comté, and Petit Chèvre make up an astonishing gallery where each cheese becomes a central character in its own story. Part Pixar, part immersive theater, part educational show, the staging combines video projections, an original soundtrack, and surprising sets that really give the impression of traveling through a parallel universe where cheeses have souls—and strong personalities. The participatory aspect culminates at the end, when each group is invited to vote for their favorite Cheesiz. It's a clever, warm, and collective way to conclude this culinary journey.

It's fascinating to see how Fabrice Gepner, a former graduate of ESCP Europe, has transformed his passion into a project that is as bold as it is generous. After leaving the world of meetings for that of cheese cellars, he became one of the most influential figures on the cheese scene on Instagram and TikTok under the name @lecheesegeek, with more than 60,000 followers. His book Le Cheese Book, published by Hachette Cuisine, already confirmed his ambition: to make cheese fun, accessible, and deeply alive. With La Cheese Experience, he takes his vision even further by creating a sensory show that demystifies tasting without ever compromising on quality. Already dreaming of a 1,500 m² “Palais du Fromage” (Cheese Palace), he is now seeing the first chapter of his dream come to life—and it already has a lot of flavor.

What makes La Cheese Experience particularly recommendable, beyond its original scenography, is its ability to bring people together. Here you will find families, couples, groups of friends, gourmets, and curious visitors, all united by the same desire to experience something new and learn in a different way. The scenography is designed to be accessible to children as young as 4, while offering humor and references that will appeal to adults. And because a good journey should leave a lasting impression, the final boutique completes the trip with panache: here you will find the cheeses you tasted and a few collectibles to prolong the pleasure. Between the decidedly Instagrammable nature of certain sets and the iconic spirit of Cheesiz, it's impossible to leave without a souvenir—whether tangible or gustatory.

In practical terms, the experience runs from December 4, 2025, to January 31, 2026, at 10-12 Boulevard Montmartre, in the heart of Paris's 9th arrondissement. Sessions are limited to 15 people and start every ten minutes, ensuring optimal immersion. Affordable prices, well-thought-out beverage options, and smooth organization: everything has been calibrated to facilitate access and maximize enjoyment. At a time when immersive experiences are multiplying, few manage to strike the right balance between substance and form. The Cheese Experience succeeds in this challenge: it entertains, educates, surprises, and above all, reminds us that a heritage product like cheese can be presented with modernity, humor, and poetry. We literally melted for this offering, one of the most original of the moment—and we bet it will quickly become an essential outing in the Parisian landscape.

Our selection of photos is available on our Flickr page

Practical information:
Reservation link: www.lacheeseexperience.com
Ticket link: https://feverup.com/m/465433
Address: 10-12 Boulevard Montmartre, 75009 Paris (Passage Jouffroy)
Dates: December 4, 2025 to January 31, 2026
Duration: approximately 50 minutes
Age requirement: ages 4 and up
Hours and days of operation: Wednesday: 12:00 p.m. to 10:00 p.m., Thursday and Friday: 5:00 p.m. to 10:00 p.m., Saturday: 9:00 a.m. to 10:00 p.m., Sunday: 9:00 a.m. to 5:00 p.m.
Full price: €22, Junior price (under 18): €16, Reduced price (people with reduced mobility, students, etc.): €19
Optional extras: €12 for two 10cl glasses of wine, €7 for a 33cl bottle

Photos and video: Boris Colletier / Mulderville