SINGAPORE. Diageo Global Travel has launched a world-first pop-up activation in partnership with DFS Group at Singapore Changi Airport Terminal 3. It will run until 28 May.
Diageo General Manager (Asia, Pacific, Middle East, India & Egypt) Paulo Guludjian said: “This one-of-a-kind activation in Changi will drive cultural relevance for our brands and demonstrates the partnership between the three organisations: Diageo, Changi and DFS. This opportunity is the result of Diageo’s willingness to make travel retail and Changi, in particular, a destination where travellers are entertained while discovering exceptional new drink options.”
The pop-up was launched with a special event attended by representatives from Diageo, DFS and Changi Airport in addition to local media and influencers. Guests sampled the recently launched Game of Thrones single malt Scotch whisky collection.
At the pop-up, customers can take part in various interactive experiences including immersive games, tastings, food pairings and photo opportunities.
DFS Group Director of Merchandizing Spirits, Wine and Champagne Frederik Vanden Bulcke said: “This global exclusive represents DFS and Diageo’s mutual dedication to delight and surprise our discerning global travellers with fresh and unique offerings, supported by best-in-class executions. The exclusive pop-up promises to be a thrilling and unique experience, offering a way to explore this multifaced category.”
Changi Airport Group Senior Vice President, Airside Concessions Division Teo Chew Hoon added: “Changi Airport is delighted to showcase this global exclusive pop-up concept with Diageo and DFS. Interactive elements such as photo opportunities and a first taste of the exclusive single malt collection, will give shoppers the opportunity to dive into the fantasy world as part of the unique travel retail experience only found in Changi.”
