SINGAPORE. Hennessy Cognac has partnered with Lotte Duty Free and Changi Airport Group to open a shop-in-shop at Singapore Changi Airport.
The store is located in Terminal 1 and “delivers the ultimate expression of Hennessy’s savoir-faire,” said the brand.
The minimalist store design reflects Hennessy’s house style and features all-black pigment with sleek, contemporary line accents. It invites travellers in Changi to explore the world of Cognac through multi-sensorial product discovery.
The shop-in-shop is centred around exclusivity and personalisation. Travellers begin their experience with daily complimentary tastings of Hennessy V.S, Hennessy V.S.O.P, James Hennessy and Hennessy X.O, served neat or on ice.
The tasting sessions are scheduled during peak hours of the day to leverage high shopper traffic.
The store puts Sense of Place to the fore, by highlighting the Hennessy X.O. The Spirit of Travel Collection. The travel retail-exclusive line pays tribute to five of the world’s most popular holiday destinations, inviting travellers to rediscover Paris, Hainan, Macau, Hong Kong and now Singapore through Hennessy X.O.
The Singapore expression pays homage to the first local shipments of Hennessy in 1893 and celebrates the state’s vibrant culture and heritage.
Singaporean attractions such as the Botanical Gardens, the ArtScience Museum, the Marina Bay Sands Resort and Orchard Road all feature on the limited-edition packaging.
Hennessy’s ‘The Art of Gifting’ customisation ritual is brought to life in the shop-in-shop, transforming Hennessy bottles into memorable Singaporean souvenirs. Here, shoppers can customise the neck of their decanters with Singapore-themed metallic charms that feature playful, locally inspired medallions with an engraving of the Merlion.
Further Sense of Place is added with luggage stickers featuring the Marina Bay Sands hotel, alongside a full range of colourful accessories that include luggage tags stamped with 1893, the date of the first Hennessy shipment to Singapore.
The shop-in-shop offers a diverse range of the brand’s collectible expressions including rare travel retail-exclusives. Highlights include Hennessy Paradis and Richard Hennessy, two of the brand’s rarest expressions.
“The Hennessy shop-in-shop at Singapore Changi aims to recruit a new generation of travellers to the brand by blending Hennessy’s timeless craftsmanship and heritage with the captivating Spirit of Travel, leveraging the icons that make Singapore such a popular and world-class destination,” commented Moët Hennessy Asia Pacific, Travel Retail and Private Sales President Laurent Boidevezi.
“The space is both intimate and engaging, tapping into an increasing demand for unique experiences and personalisation in travel retail. We hope that our customers will take home a sense of our distinct craftsmanship and a memorable taste of Singapore while selecting Hennessy rare blends or enjoying an exclusive sampling of cognac during their shopping experience.” ✈
