SINGAPORE. Diageo Global Travel has partnered with DFS Group and Changi Airport Group to bring an exclusive Johnnie Walker Gifting Studio to the Singapore airport.
The pop-up, which will open in the Terminal 3 Departures Transit Hall on 30 November, offers customers the chance to personalise bottles with charms, customisable ribbons, gift bags and exclusive cards by artist Diana Goh.
Limited-edition products and Asia-first releases will be available at the pop-up. The focus will be on the latest blends and gifting accessories for Johnnie Walker, but the pop-up will also feature other gifting solutions and limited editions from Diageo, including the Special Releases range and Baileys Irish Cream.
An experiential element has also been added to the pop-up with a ‘wishing machine’ offering customers their predictions for 2020.
“We believe this pop-up will expand our reach to the millennial audience through engaging activations, partnerships with leading chefs and the chance to experience our products in a versatile way.” – Diageo General Manager for Global Travel in Asia, Pacific, Middle East, India and Egypt Paulo Guludjian
The Moodie Davitt Report will be on location at a special launch event also attended by Diageo, DFS, Changi Airport Group, media and influencers on 5 December.
Top chefs including Cheryl Koh from Tarte, Janice Wong of 2am: dessert bar, Samantha Tan from the Awfully Chocolate chain, Cindy Khoo from The Hilton Singapore and Pan Kok Keong of Antoinette will be in attendance and will offer guests festive treats infused with Johnnie Walker, Baileys Irish Cream and other products from the Diageo portfolio.
Treats from these chefs will be available to customers at the pop-up.
Diageo General Manager for Global Travel in Asia, Pacific, Middle East, India and Egypt Paulo Guludjian said: “Creating an engaging and enjoyable retail experience is a big priority for us and we believe this exclusive gifting studio will really captivate our consumers. The studio allows travellers to engage with our products in an exciting, personal and enjoyable way, while also demonstrating how Johnnie Walker is leading the way in personalisation.
“We believe this pop-up will expand our reach to the millennial audience through engaging activations, partnerships with leading chefs and the chance to experience our products in a versatile way. From delicious drinks to unique treats, there really is something for everyone.”
DFS Group Director of Merchandising Spirits, Wine and Champagne Frederik Vanden Bulcke commented: “It is part of DFS’s mission to delight our discerning customers with products and experiences which are interactive and engaging.”
Changi Airport Group Senior Vice President of Airside Concessions Teo Chew Hoon added: “Changi Airport Group, together with Diageo Global Travel and DFS Group, is thrilled to bring the festive spirit to passengers with the Johnnie Walker Gifting Studio. Boasting a selection of limited editions from across Diageo’s portfolio available only in Asia, this interactive pop-up brings a one-of-a-kind retail experience to passengers at Changi Airport.”
