AUSTRALIA/CHINA. Penfolds has teamed up with renowned Japanese fashion designer NIGO to launch a limited collection for the upcoming festive season – ‘Holiday Designed by NIGO’.
The range, featuring four collectible giftboxes, is highlighted with exclusive activations at Melbourne Airport and Hainan Tourism Duty Free Shopping Complex (HTDF) this month.
The series takes inspiration from NIGO’s interpretation of the graphic checkered pattern found in traditional Japanese textiles.
According to Penfolds, the design is a symbol of eternity and prosperity: “The two-tone square pattern repeats horizontally and vertically across all holiday giftboxes to create an unbroken design that has no end.”
The giftboxes come in four colours – red, green, blue and black. Penfolds Bin 389 Cabernet Shiraz, known as ‘Baby Grange’, comes in a bold Penfolds Red giftbox with a puffy ‘pillow’ texture.
Penfolds Bin 311 Chardonnay is presented in a green cylindrical giftbox, while Penfolds Bin 28 Shiraz is packaged in a blue cylinder with gold foil accents.
The series is rounded up with Penfolds Max’s which offers three wines – Shiraz, Cabernet Sauvignon and Shiraz Cabernet – wrapped in a black checkered design.
Penfolds Global Director – Global Travel Michael Jackson commented: “Gifting is a cornerstone of global travel, especially during the festive season.
“Within gifting, wine is the number one gifted alcohol category globally and we see this most clearly in key markets like China, UK and Australia. This presents a clear opportunity for Penfolds.
“Our ‘Holiday Designed by NIGO’ collection builds on this culture of gifting by blending art, style and luxury to offer a fresh and globally relevant Penfolds experience.
“This collection transcends wine enthusiasts, offering a refined and unforgettable gift for anyone looking to celebrate the season with something extraordinary.”
Hainan Tourism Duty Free Shopping Complex General Manager Annie Ren said: “We are proud to be the first in Asia to host Penfolds’ exclusive pop-up in collaboration with NIGO.
“This partnership reflects our commitment to offering our customers unique and premium experiences. The collection’s contemporary design and innovative spirit are especially appealing to young consumers who value creativity and luxury.
“We welcome travellers to Hainan to explore this exclusive range in our store, and we are confident it will be one of the highlights of the holiday season.”
In Hainan, the experience features an open layout with four display zones and a tasting area. While at Melbourne Airport, the pop-up embraces a sleek, modern aesthetic with a prominent display screen.
Lotte Duty Free Oceania CEO Stephen Timms added: “At Lotte, we are focused on elevating the travel retail experience. This collaboration between NIGO and Penfolds in Melbourne blends art, culture and luxury for our travellers.
“Penfolds has always pushed the boundaries in the wine category and this collection is no exception. It offers travellers the chance to engage with something truly special – well beyond the traditional duty-free shopping experience.”
In addition to the core holiday collection, NIGO designed four wrapping cloths that complement the giftbox colourways. These take inspiration from furoshiki, traditional Japanese wrapping cloths traditionally used to wrap and/or transport goods.
NIGO’s holiday wrapping cloths are available for purchase separately and can be found at select outlets, including Penfolds’ online store and hbx.com. The product offers a sustainable gift-wrapping option for the wines.
NIGO said: “It was very important to me to incorporate my culture into this holiday collection. Integrating the checkered design and furoshiki was a clear way for me to honour that.
“With this furoshiki, I hope collectors can wrap, gift and share their Penfolds wines this holiday season.”
Penfolds first announced NIGO as its Creative Partner in June 2023 with the global release of One by Penfolds. As reported, this was followed by the launch of Grange by NIGO (the first takeover of Penfolds flagship red wine) in February. ✈
