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Spirits and Wines

Photo Gallery: Lotte Duty Free takes its Changi offer to new heights

by Martin Moodie | | martin@moodiedavittreport.com

SINGAPORE. Lotte Duty Free brought a new dimension – and new heights – to its wines & spirits proposition at Changi Airport when it opened a duplex store in Terminal 2 in late September. Today we are pleased to bring you an extensive Picture Gallery showcasing the offer and environment.

T2, which had been closed for three-and-a-half years, reopened in phases, culminating in a return to full operations on 1 November.

As reported, during our visit earlier this month, the store represents a big step-up in quality for the Korean travel retailer at the Singaporean gateway. The two-level store offers a beguiling blend of state of the art technology, high-impact digital, a rich cultural component and the opportunity to taste and buy some outstanding spirits on the top floor. ✈

The wide open nature of the store allows travellers to enter and exit easily and embark on a voyage of discovery

The LED Media Ring allows clear and flexible messaging
(Above and below) These multiple perspectives show the depth and flow of the ground level operation

Clear category segmentation helps consumer engagement

Changi Airport serves a  diverse passenger base so the product line-up has to cover all bases from entry level to ultra-premium
Convincing passengers to venture upstairs is a perennial challenge posed by duplex stores. Lotte Duty Free uses the media ring to promote the attractions of the upper level, where consumers can discover the Forest of Li Bai (also known as the Exceptional Liquor Tasting Lounge), inspired by the revered Tang Dynasty poet, Li Bai. 

High-impact visibility for the tobacco category, however, is impossible due to Singapore’s strict tobacco laws

ENTERING THE FOREST OF LI BAI

Once upstairs, consumers enter the beautifully evocative Forest of Li Bai

Passengers now discover a wide array of high-end wines & spirits presented in a serene, elegant and spacious environment

A spirits dispenser offers 18 high-end spirits curated by Lotte Duty Free, allowing travellers a rare chance to sample some top-class blended and single malt whiskies and Cognacs

Far from the madding crowd: VIP passengers can sit back and take in the dazzling digital imagery while enjoying a fine Scotch whisky or Cognac

Bowmore single malt Scotch whisky enjoys a striking presence on the top floor

As does Martell from Pernod Ricard Global Travel Retail

PHOTOS FROM OUR EARLIER REPORT

Martin Moodie meets Lotte Duty Free Singapore Managing Director Jeff Soongyu Jeong (right) and Lotte Duty Free Singapore Head of Operations Casey Lim (left) at Changi Airport

Some outstanding spirits are offered on the top floor

Casey Lim highlights the opportunity to sample the new travel-retail exclusive Johnnie Walker Blue Label Xordinaire. The ultra-premium expression made its global debut with Lotte Duty Free and Changi Airport Group in September.
A consumer learns about the new Johnnie Walker line before sampling

The WOWS factor: The top floor also features a range of rare and ultra-premium spirits from the second edition of the exclusive World of Wines and Spirits (WOWS) Signature Event, jointly hosted by Lotte Duty Free and Changi Airport Group

Martin Moodie samples a Lotte Singa Sling (pineapple juice, fresh lime juice, Tanqueray gin, Cointreau) from Toni, the robotic bartender created by Makr Shakr, the premier producer of robotic bartenders

Another popular attraction is the Smart Mirror, which offers shoppers the chance to snap a selfie with favourite K-pop artists or pose as a cover model for the Lotte Duty Free magazine. Martin Moodie meets K-pop superstar Aespa (left) and makes the cover of the LDF magazine (right)

The Singapore gateway is renowned for carrying plenty of Changi-first or Changi-exclusive products

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