DENMARK. Wine specialist Penfolds continues its ongoing partnership with NIGO, Creative Director of Japanese lifestyle brand Human Made, to unveil a special cross-category collection at Copenhagen Airport.
The launch of the limited-release wine and gift box, exclusive with Gebr. Heineman, is the line’s European travel retail debut.
Released as part of Penfolds’ 180th anniversary celebrations, Grange by NIGO marks Penfolds’ first designer reinterpretation of its signature wine.
Each box bears NIGO’s distinctive style and features vibrant grape graphics and a reimagined Penfolds logo using Human Made’s signature typography.
NIGO, inspired by his 2022 visit to Penfolds Magill Estate Cellar Door, redesigned Grange’s packaging for a limited series in collaboration with the Penfolds team.
The release, limited to 1,500 bottles, offers the 2019 Grange 750ml at an RRP of US$888. The gift boxes (1.5-litre) are limited to 150 pieces and are available at an RRP of US$2,040. The boxes are individually numbered and feature a bandana, bottleneck tag and authenticity certificate designed by NIGO.
The line marries luxury design and traditional winemaking with the aim of transforming the perception and experience of wine in global travel retail. The limited-edition gift box offers collectibles in sleek mesh displays, against a backdrop of striking red and white shelving.
As reported, the limited-edition Grange by NIGO collection made its global travel retail debut at Sydney International Airport earlier this year.
Travellers can discover the range at the GATEZERO concept store. GATEZERO was developed by Gebr. Heinemann and influential media company Highsnobiety as an airport retail brand.
A conveyor belt on the base of display pays clever homage to the airport environment, while a promotional pillar at Copenhagen Airport reinterprets the line’s ‘urban gallery’ concept at Sydney Airport earlier this year.
Penfolds Global Director – Global Travel Michael Jackson commented: “Penfolds goes beyond a winemaking name; we are a leader that dares to challenge the status quo in the wine domain.
“Our collaboration with NIGO has taken our brand to the next level, bringing together the worlds of winemaking and luxury design. As we continue to strengthen our global travel presence, partnerships like these are essential for reinforcing our status as a global luxury leader.”
Gebr. Heinemann Director Purchasing Liquor, Tobacco and Confectionery Ruediger Stelkens, said: “The collaboration between Penfolds and Nigo is shaping a new era of customer engagement in global travel. Innovation drives footfall, and this phenomenal partnership is set to transform the wine shopping experience by drawing travellers with a truly special offering. It’s an honour to be a part of Penfolds 180-year milestone celebrations with these activations and we are excited to witness the traveller response unfold.”
In coming months, Penfolds will be introducing One by Penfolds, a line of multi-country of origin wines also designed in collaboration with NIGO. For the first time, the range will be rolling out across key travel retail locations outside of China including Copenhagen. ✈
