SINGAPORE. Pernod Ricard Global Travel Retail (GTR) has partnered with Lotte Duty Free and Changi Airport Group for an activation celebrating Maison Martell’s limited-edition Year of the Horse collection. The pop-up is running at Singapore Changi Airport from 9 January to 25 February.
According to Pernod Ricard GTR, the Changi Airport animation marks the first showcase of its kind in Asia Pacific travel retail. It is also Maison Martell’s first major presence at the Singapore hub in over a decade.
Timed to coincide with Lunar New Year, the gallery pop-up takes inspiration from Chinese calligraphy (shūfǎ) and the dynamic equine artworks of renowned Chinese artist He Datian.
The gallery-style layout and red, white, blue and gold colour palette reflect the artist’s bespoke artwork created for the Martell Year of the Horse limited edition and accompanying gift boxes.
The pop-up offers guided tastings of Martell Cordon Bleu and Martell Noblige Noir Year of the Horse limited editions. Samples are complemented by a curated candy box containing dried fruits, hazelnut chocolate balls and peanut candy, intended to enhance the Cognac flavours.
An interactive touchscreen invites travellers to create personalised Lunar New Year wish cards using digital brush strokes inspired by He Datian’s calligraphy. Shoppers can add a selfie and select a horse motif from the limited-edition design.
Afterwards, guests receive a tailored product recommendation and a digital or printed wish card. Messages can also be displayed on a communal wish board within the space.
Purchases from the Year of the Horse collection are accompanied by a range of exclusive gifts, including branded gift bags, red packets, calligraphy kits or a trolley bag.
These retailtainment elements reflect the insight that 81% of Chinese shoppers are highly influenced by in-store engagement (source: m1ndset research on the Chinese traveller, 2025).
The official launch was attended by executives from Pernod Ricard GTR, Lotte Duty Free Singapore and Changi Airport Group. The opening ceremony featured a live calligraphy demonstration, which offered guests personalised artworks.
Lotte Travel Retail Singapore Managing Director Bruce Ham Seok Min commented, “The colours and calligraphy applied to this Changi pop-up represent a wonderful homage to Chinese traditions, whilst creating a distinct brand experience that I’m sure our passengers will find irresistibly compelling.
“With our trained retail consultants on hand to guide people through this exclusive collection and a range of activities to engage and delight in, we are confident that Martell’s Year of the Horse will be a huge success. We wish all our partners and customers a prosperous New Year 恭喜发财 (Gōngxǐ fācái).”
“We are pleased to usher in the Lunar New Year with this unique Martell pop-up in collaboration with Pernod Ricard Global Travel Retail and Lotte Duty Free,” added Changi Airport Group Managing Director, Airside Concessions Hung Jean.
“With its celebration of the art of Cognac and calligraphy, this Changi 1st experience brings together tradition and modern luxury, offering our shoppers a special opportunity to celebrate the Year of the Horse in style. It reflects Changi Airport’s commitment in creating memorable experiences that resonate with our travellers during this festive period.”
“Research shows that Chinese duty-free shoppers strongly value unique and exclusive products, with 54% prioritising purchases of travel retail exclusives versus a 47% global average [source: m1ndset research on the Chinese traveller, 2025],” commented Pernod Ricard GTR VP Global Marketing Liya Zhang.
“We also know that gifting is a principal reason for Chinese travellers to shop in airport, so it is a priority for Pernod Ricard GTR and Maison Martell to offer a personalised experience at this special time of year.”
Zhang added, “For me, the breadth of choice is what makes this Year of the Horse collection so remarkable with beautifully designed bottles at every price point within the Martell range, including three travel retail exclusives that can’t be found anywhere else.”
In addition to Singapore, the Maison Martell Year of the Horse limited editions are being supported by pop-ups and high-profile promotions across key travel retail hubs in China, Malaysia, Thailand, Japan, Taiwan and Sydney from January to March.
The Maison Martell Year of the Horse launched in December 2025. ✈
