SINGAPORE. Royal Salute has unveiled a world-first pop-up boutique at Singapore Changi Airport, in celebration of The House of Quinn by Richard Quinn expression.
The luxury limited edition was created as a tribute to couture fashion, with only 200 hand-blown black crystal decanters created; each is individually numbered and hand-painted with a Richard Quinn bespoke design.
The 55sqm pop-up, which runs from 17 September to 15 March 2023, is a partnership with Changi Airport Group and Lotte Duty Free. It features a changing array of shopper experiences, covering the themes of fashion, art, and gifting.
The first experience blends fashion and luxury whisky, allowing travellers to sample signature blends from the Royal Salute collection while admiring some of Quinn’s garments from his London Fashion Week collections.
The concept is the first of its kind to be implemented at Changi Airport, said the partners, and “designed to excite whisky aficionados and capture the imagination of luxury shoppers”.
The space amplifies elements from the Royal Salute signature bottle and design. Featuring Richard Quinn’s signature bold florals against a backdrop of blue and purple hues, the design aims to create the impression of an enchanted forest to further complement the collaboration.
To immerse visitors in the experience, exclusive video content from the London Fashion Week runway is projected onto digital screens around the space. QR codes around the display allow customers to access an exclusive augmented reality (AR) Instagram filter featuring Quinn’s trademark floral and botanical designs in a fantasy landscape.
Visitors to the pop-up are invited to sample signature blends from the Royal Salute collection at the tasting bar, and at the gifting station, shoppers can receive The House of Quinn by Richard Quinn gift bag, highlighting the brand’s gifting appeal. Exclusive gift with purchase promotions will also be on offer to further incentivise customers to purchase items.
The activation is supported by an omnichannel campaign including social amplification with local fashion influencers and content creators. Through a first time travel media partnership, rich audience data aims to deliver hyper-personalised engagement through interactive ad formats, in line with data protection and privacy standards.
The campaign targets travellers from their pre-trip travel journey through to their arrival in Singapore Changi Airport. It is supported across Changi Airport Group paid and owned channels as well as Out-of home media in Terminal 3 departures.
The pop-up boutique has been developed with sustainable design principles, including recyclable and reusable materials, and designed with Pernod Ricard Global Travel Retail’s bespoke life cycle analysis tool, to minimise the carbon footprint of the installation.
Pernod Ricard Global Travel Retail VP Marketing Liya Zhang said: “We know shoppers have high expectations for the in-store experience in a travel retail setting, and the new Royal Salute x House of Quinn pop-up boutique offers an exciting opportunity to experience retail theatre at its finest. As premiumisation has been a key growth driver over the past year, we’re confident the new pop-up will attract customers with a desire for highly prestigious items.
Pernod Ricard Travel Retail South East Asia Business Unit General Manager Rustom Framji added: “We’re delighted that this venture continues our strong partnership with Changi Airport Group and Lotte Singapore, allowing us to capture the imagination of luxury shoppers alongside a new generation of whisky drinkers.”
Lotte Travel Retail Singapore Managing Director Edward Im commented: “Lotte is privileged to collaborate with Pernod Ricard to bring this experience to Changi Airport. This initiative is the epitome of Royal Salute’s creativity and a showcase of exquisite craftsmanship of whisky.”
Changi Airport Group Managing Director, Airside Concessions Teo Chew Hoon said: “The Royal Salute x House of Quinn Changi 1st pop-up is a celebration of bold ideas in the worlds of whisky and fashion. This partnership with Lotte and Pernod Ricard has great synergies for our brand as Changi Airport has always been a proponent of innovation and bold ideas and is constantly on the lookout for fresh and exciting concepts to create memorable experiences for our passengers.”
The T3 pop-up boutique continues the partnership with Pernod Ricard GTR, Changi Airport Group (CAG) and Lotte following the launch of online immersive and shoppable platforms The Royal Salute Kingdom Club and The Malt Gallery on Changi Airport’s ecommerce site, iShopChangi.com.
Changi Airport Group is host for The Trinity Forum in Singapore on 1-2 November. Click here for details and to register.
