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USA. Pernod Ricard Travel Retail Americas has unveiled an eye-catching installation for its Royal Salute Scotch whisky brand at New York John F. Kennedy (JFK) International Airport in partnership with International Shoppes.
The design, which was conceived in London at Pernod Ricard’s Global Travel Retail HQ and executed by Canadian firm TSM Custom Millwork, has come to life in International Shoppes’ main duty free store in Terminal 1.
Key features of the 5ft 1 wide x 1ft 5 deep x 7ft 4 high activation – which highlights 21 year old and 25 year old expressions of Royal Salute – include a water jet cut aluminium archway, multi-level custom glorifiers and backlit digital graphics.
Pernod Ricard Travel Retail Americas Regional Director Greg Ford told The Moodie Davitt Report: “We’re very proud of how the wall bay stands out, it captures the brand’s vibrant and luxurious look and feel and illustrates its modernised presence in retail theatre. The archway and multi-level glorifiers are eye-catching, modern yet refined. This exciting Royal Salute wall bay marks another chapter in our long-standing collaboration with International Shoppes.”
Also speaking to The Moodie Davitt Report, International Shoppes Vice President Scott Halpern said: “Pernod Ricard and International Shoppes have a long history of partnering on branded concepts within our stores. Both parties have been waiting for the right situation for Royal Salute to become another standalone experience.”
He added: “The sales more than justify the space and when an opportunity came to move them next to Chivas Regal’s unit, it made sense for both parties. We are very excited about the long-term potential at JFK’s Terminal 1 to marry the Royal Salute family of brands with our exceptional customer base.”
Ontario-based designer and manufacturer TSM Custom Millwork is in high demand from drinks brands in the travel retail channel. The company has also delivered projects for brands including The Glenlivet, Absolut, Jameson, Martell, Bailey’s, Johnnie Walker, Bacardi, Grey Goose and Glenfiddich.
