CHINA. Hainan Tourism Duty Free Shopping Complex (HTDF) and Penfolds are celebrating a landmark store opening for the wine specialist in Sanya, Hainan.
Offering a premium wine-tasting experience to tourists from Hainan Province and beyond, the opening further enhances the brand’s prestige and extends the retail offerings at HTDF, the partners noted.
The store also provides a comprehensive shopping experience from daily sampling to collector-grade selections, while showcasing the brand’s key offers, including wines from Penfolds’ Bins and Grange collection.
The opening not only underscores the brand’s strength at HTDF but also reflects its confidence in the growth potential of the Hainan duty-free market.
To highlight the launch, Penfolds and HTDF hosted an immersive pop-up experience in the atrium on the first floor of the shopping complex.
The activation incorporated a vibrant holiday gifting theme, with an open-concept layout that included four product display areas. A wine-tasting zone encouraged shoppers to discover a wide selection of the brand’s offerings and invited them to immerse themselves in Penfolds’ brand history and wine heritage.
Notably, the HTDF opening also included the Asia travel retail launch of the limited-release wine and gift box co-designed by Penfolds’ creative partner NIGO.
Released as part of Penfolds’ 180th anniversary celebrations, Grange by NIGO marks Penfolds’ first designer reinterpretation of its signature wine.
The Holiday collection from the brand is inspired by NIGO’s artistic take on patterns traditionally found in Asian textiles.
A symbol of eternity and prosperity, the two-colour square pattern is intricately repeated both horizontally and vertically on the Holiday gift boxes, a design that reflects a sense of endless continuity.
NIGO, inspired by his 2022 visit to Penfolds Magill Estate Cellar Door, redesigned Grange’s packaging for a limited series.
This collection was designed not only for wine connoisseurs but also for those searching for premium gifts for the holidays.
The ongoing Penfolds campaign also includes a series of promotional events, allowing shoppers to receive a Penfolds limited-edition travel case with a qualifying purchase in offline stores.
Customers who purchase any two products from the NIGO Holiday series will be given a limited-edition Penfolds canvas bag. More surprise purchases and gift offers will be launched to enhance the shopping experience. 🏝️
