Penfolds hails “new standard in the world of wine retail” with Changi Terminal 3 shop-in-shop

SINGAPORE. Treasury Wine Estates brand Penfolds has said its latest shop-in-shop opening with Lotte Duty Free at Singapore Changi Airport Terminal 3 sets “a new standard in the world of wine retail for global travel”.

As reported, the concept was officially opened last month as part of Lotte Duty Free’s Central Duplex wines, spirits & tobacco store in the terminal.

‘Venture beyond’ – The Penfolds shop-in-shop colourfully evokes a maritime theme and brings the brand story to life through digital experiences

The Penfolds shop-in-shop incorporates many digital touchpoints, including the Penfolds Digital Sommelier programme, plus a range of personalised digital experiences.

The centrepiece of the shop-in-shop is the first Penfolds 3D screen, inviting travellers on a visual journey through the history of the brand and the picturesque vineyards of Australia, providing an interactive way for shoppers to engage with the brand.

Building on the ‘Venture Beyond 2023’ campaign, the 3D video showcases a diver swimming towards viewers in a visually striking display.

To bring the underwater thematic to life, Penfolds collaborated with Australian interdisciplinary digital artist, Mikaela Stafford. Stafford’s artwork, vividly animated in the 3D video, creates a sensory experience, inviting shoppers to explore the unknown. Click on this link for the full video experience.

The immersive 3D feature at the Penfolds Lotte Duty Free T3 Departures Central duplex store

Complementing the theme of marine exploration, a thematic gondola spotlights the 2023 gift collection, inspired by the sea. This dynamic feature of the shop-in-shop evolves with each new launch, providing a canvas for displays, new launches and offerings.

The new Penfolds shop-in-shop has streamlined the wine selection process by integrating the Penfolds Digital Sommelier. First launched in Macau in June 2023, this digital aide aims to simplify the complex world of wine, offering personalised and educational wine selection.

The Digital Sommelier analyses individual taste preferences to recommend wines that resonate with each customer. It guides shoppers through a specially curated selection of 34 Penfolds wines, including acclaimed offerings such as Grange, Bin 389, RWT Bin 798, Bin 407 and St. Henri.

Penfolds Chief Marketing Officer Kristy Keyte said: “The opening of our shop-in-shop at Lotte Duty Free Terminal 3 Departure Central Duplex Store represents a significant milestone for Penfolds as we embrace the digital frontier in the world of wine retail.

“We are thrilled to offer our customers an unparalleled blend of technology and artistry. In this age of digital transformation, our goal extends beyond just selling wine; we’ve created a Penfolds digital oasis to leverage the power of technology and craft an immersive and unforgettable Penfolds experience for travellers passing through one of the world’s most iconic airports.”

Lotte Duty Free Singapore Managing Director Jeff Jeong Soongyu added: “Lotte Duty Free’s collaboration with Penfolds on this exciting project has been a delight. The new shop-in-shop at our T3 Central Duplex Store is a clear reflection of Penfolds’ relentless pursuit of innovation and its commitment to delivering an exceptional wine shopping experience to our shoppers. Whether you are a seasoned wine connoisseur or new to the nuances of fine wine, the store is a destination for everyone.” ✈

Food & Beverage The Magazine eZine