SOUTH KOREA. Lotte Duty Free has opened the world’s first Glenmorangie Signet Reserve Dessert Bar at Incheon International Airport Terminal 2, marking the latest experiential retail initiative in partnership with Moët Hennessy Travel Retail.
Running until 17 August, the activation pairs Glenmorangie Signet Reserve single malt whisky with curated desserts to enhance customer engagement along the duty-free shopping journey.
It also forms part of celebrations marking the first 100 days since Lotte Duty Free’s return to Incheon Airport and is the retailer’s first airport pop-up with Moët Hennessy at the travel hub.
The pop-up includes a collaboration with Pastry chef Choi Kyu-sung of Pâtisserie MUR, who has created the signature chocolate dessert Équilibre to pair with Glenmorangie Signet Reserve.
Inspired by contemporary Korean pâtisserie, the space incorporates arch-inspired design, soft curves and warm tones, with the dessert serving as the visual centrepiece of the immersive pairing experience.
Glenmorangie’s limited-production Signet Reserve receives additional maturation in Pedro Ximénez sherry casks, building on the original Signet expression with rich notes of chocolate truffle, toffee, fudge and tiramisu.
A Lotte Duty Free official said, “We are expanding customer touchpoints by adding experiential elements to Incheon Airport duty-free shopping. We hope that through this dessert bar, customers will enjoy the allure of Glenmorangie Signet Reserve as a gourmet experience.”
As reported, the retailer has rolled out a series of exclusive in-store promotions to celebrate 100 days since the reopening of its Incheon Airport business.
The promotions include the weekly Pre LDF Pay offer, which can be used towards purchases across cosmetics, liquor and food categories.
Adding to the festivities, the Lucky Seat event gives eligible passengers with matching flight seat numbers KRW50,000 (US$34) in LDF Pay to spend exclusively at the Incheon Airport store.
Customers not selected in the Lucky Seat event will receive a set of two travel pouches, while those who spend US$100 or more will receive limited-edition aespa photocards, available while stocks last. ✈
