Airports have a key role to play in championing a city’s or country’s craft, culture, tastes and traditions. For visitors they offer the first and last impression of the locality, for that city’s citizens they provide a source of civic pride. An arts & culture programme connects passengers to a place in the same way an airport connects them to the world. Many airport companies embrace that role with pride and passion. Our new series, in association with Denizen Destination*, offers a regular showcase of airports as ‘artports’.
AUSTRALIA. Leading wine brand Penfolds has unveiled its Grange by NIGO edition at Sydney Airport in partnership with Heinemann Australia.
The limited release – visualised by Human Made Creative Director & Kenzo Artistic Director Nigo – marks the inaugural design takeover for the Penfolds flagship wine.
The supporting activation at Sydney Airport goes beyond the traditional retail experience, presenting travellers with an ‘urban gallery’.
Numbered Grange by NIGO gift box designs are showcased in mesh displays, alongside artworks featuring a vibrant grape graphic. The Penfolds logo has been reimagined with Human Made’s trademark typography.
A second Grange by NIGO pop-up will soon be revealed within the GATEZERO concept (developed by Gebr. Heinemann and influential media company Highsnobiety as an airport retail brand), allowing Sydney Airport travellers to fully experience the launch.
Nigo, inspired by his 2022 visit to Penfolds Magill Estate Cellar Door, redesigned Grange’s packaging for a limited series in collaboration with the Penfolds team.
The release, limited to 1,500 bottles, offers the 2019 Grange 750ml at an RRP of A$1,350 (US$888).
The gift boxes (1.5 litre) are limited to 150 pieces and are available for a recommended A$3,100 (US$2,040). The boxes are individually numbered and feature a bandana, bottleneck tag and authenticity certificate designed by Nigo.
Penfolds Chief Marketing Officer Kristy Keyte said: “The Grange by NIGO release marks a significant milestone for Penfolds as we commemorate our 180th anniversary.
“The Sydney Airport execution in collaboration with Heinemann offers travellers a distinctive experience to connect with our brand and creative partners, enhancing our global presence and further solidifying our reputation among discerning travellers as a pioneer in the world of fine wine in global travel.
“Collaborating with NIGO has been inspired by Penfolds’ history of pushing boundaries in winemaking, and now we expand this to exploration of new creative ideas.
“As a collector, NIGO understands the reputation of Grange and its legacy. He was able to create a limited-edition approach that is both playful and fresh while remaining respectful to the history of the wine. We have never done this before, and the result is brave and refreshing.”
Heinemann Asia Pacific Director, Purchasing (Beauty and Liquor, Tobacco & Confectionery) Ranjith Menon remarked: “It has been a delight collaborating with Penfolds to unveil the Grange by NIGO series at Sydney Airport.
“This launch enhances our travel retail wine offering through innovative and exclusive products for international travellers.
“This collaboration reinforces Heinemann’s position as a leading destination for luxury and novel finds and quintessentially Australian brands, redefining expectations for wine retail in the travel space.”
Together with the Grange by NIGO limited-edition pack, NIGO also designed a silk rug for this series.
With only 25 rugs available globally, the design incorporates a silk dyed purple grape design to mirror the wine’s secondary pack.
Each 2.5m x 2.5m rug is handwoven by artisans in Nepal, who spent two months making each piece. The Grange by NIGO rugs are available globally via expressions of interest at Space Furniture.
The rug is also available online within Australia from 22 February at an RRP of A$10,000 (US$6,580). ✈
*DENIZEN Destination is a new travel retail-focused enterprise arising out of the long-established, highly successful destination merchandise brand DENIZEN Bracelet. The brand produces collectible destination fine jewellery souvenirs tailored to individual locations that convey a strong Sense of Place.
