AUSTRALIA. Penfolds has named Australian singer, songwriter Troye Sivan as its new Creative Partner in a multi-year collaboration spanning product, storytelling and retail activations.
In travel retail, the collaboration launched exclusively at Sydney Airport this month with a series of high-profile pop-up activations in partnership with Heinemann Oceania.
The campaign includes high-profile placements in the main departures store and the GATEZERO concept space in Terminal 1, the second time Penfolds has appeared at the fashion zone.
At the heart of the collaboration is Bin 389 Designed by Troye Sivan, a limited-edition release featuring the 2023 vintage. It comprises a 750ml gift box and an ultra-rare 1.5-litre Magnum format. The latter is limited to just 20 pieces and available by expression of interest.
Each 750ml bottle is hand-wrapped in tissue paper printed with one of 20 images from Sivan’s personal camera roll. The Magnum edition is further elevated through handcrafted presentation by South Korean artist Rahee Yoon, reinforcing its premium positioning as a collector’s item.
The pop-ups feature large-scale imagery and video content of Sivan, alongside curated product displays that highlight both the standard and ultra-rare formats.
Shoppers can discover the 750ml gift boxes alongside two of the ultra-rare Magnums, each accompanied by Troye’s signed project note, perforated image, branded assembly gloves and Yoon’s custom acrylic housing.
Penfolds Global Director – Global Travel Michael Jackson commented, “The launch of Penfolds Bin 389 Designed by Troye Sivan at Sydney Airport brings together three Australian icons to connect travellers with new moments of conviviality.
“The collaboration sees Troye Sivan’s curiosity and creativity meet Penfolds timeless craft, transforming travel moments into cultural milestones for global travellers. Alongside Heinemann, we invite discerning travellers to own a piece of this extraordinary partnership, where luxury wine evolves into personal storytelling and unforgettable journeys.”
Heinemann Asia Pacific Regional Purchasing Director Ranjith Menon added, “Prestige shopping at Sydney Airport has been elevated with the Penfolds Bin 389 by Troye Sivan launch, perfectly capturing the pulse of the modern, creative and inclusive culture of Australia.
“Spanning our premium spirits & wine offering and the fashion- forward GATEZERO concept, the collaboration breaks new ground for our prestige wine offering and our longstanding partnership with Penfolds. We are proud to offer this world-first partnership and the exclusive Magnum drop to our discerning travellers seeking rare and culturally charged experiences.”
Sivan conveyed his excitement about the collaboration: “This partnership with Penfolds is a dream creative dialogue for me. Penfolds and I share a passion for culture and creating moments that matter. Together, we aspire to produce catalysts for connection.”
The partnership builds on Penfolds’ earlier designer collaboration with NIGO. It drives the brand’s ongoing strategy to align with global cultural figures to broaden both reach and relevance.
Bin 389 Designed by Troye Sivan is also available in selected domestic luxury retail and direct-to-consumer channels, with further collaborations to be announced later this year. ✈
