AUSTRALIA. Niche fragrance brand Penhaligon’s, owned by Puig, has partnered with Heinemann Australia to open a permanent counter and pop-up space at Sydney Airport. The counter and pop-up are located in Heinemann’s luxury beauty, fashion and accessories zone in Terminal 1.
As reported, The Moodie Davitt Report Founder & Chairman Martin Moodie was on location for the official unveiling of the zone and the adjacent Sydney Airport luxury precinct. He featured the Penhaligon’s environment in a major interview with Heinemann Australia CEO George Tsoukalas.
The retailer said the new duty free environment is emblematic of its signature design aesthetic of creating a luxury Sense of Place.
The Penhaligon’s openings, according to the brand owner, underscore both retailer and airport’s strategy to offer enhanced luxury and elevated retail experience for international travellers.
The 30sq m counter, Penhaligon’s first in Australian travel retail, offers the brand’s three best-selling lines: Portraits, Trade Routes and British Tales. The latter pays homage to British traditions and stories and offers the Hammam Bouquet scent, the first fragrance created by William Penhaligon in 1872.
The counter is a beauty tech showcase with a special focus on the Magic Monocle digital fragrance discovery tool. The tool invites customers to discover the story behind each Penhaligon’s fragrance by scanning a QR code on the fragrance bottle. It unlocks key fragrance information and offers product recommendations based on customers’ preferences.
Travellers in Sydney are treated to a premium gifting experience in-store which enables customers to personalise their purchases using Penhaligon’s gift boxes, ribbons, gift tags and bespoke messages.
The Penhaligon’s pop-up, another brand first in the region, occupies a high-profile location in the Luxury Precinct. The 24sq m animation brings the brand’s Portraits Collection to life through vibrant design elements that mimic the line’s intricate hand-drawn packaging.
The storytelling-driven Portraits Mansion, which features the colourful cast of characters in the Portraits Collection, is the centrepiece of the pop-up. Here, shoppers can use the fragrance profiling tool and try the selected scent via sprayed branded handkerchiefs. Special gifts with purchase are also available.
The animation is supported by a 360-degree campaign that includes high-profile ooh media throughout the international departures area and digital advertising in Heinemann Sydney’s website.
Puig Vice President Asia Adriana Viejo commented: “Sydney International Airport’s Luxury Precinct represents the next level in airport shopping and together with Heinemann Australia, we are proud to introduce the unique storytelling of Penhaligon’s to travellers in Oceania. The brand’s debut at this strategic location marks an important milestone in the brand’s global expansion and our partnership with Heinemann.”
“Penhaligon’s, with its compelling brand story and standout fragrances, is a fantastic addition to our new luxury beauty, fashion and accessories store in the Luxury Precinct at Sydney Airport,” added Heinemann Asia Pacific Regional Head of Marketing and Purchasing – Perfumes & Cosmetics Ranjith Menon.
“Penhaligon’s approach to experience-led activations and engagement with passengers perfectly complements our goal to create unforgettable shopping experiences and give travellers a reason to come to the airport early. We look forward to seeing the brand flourish in Oceania, and to continuing to deepen our partnership across Asia Pacific.”
Click the YouTube link above to watch exclusive video coverage from the Heinemann Australia Luxury Precinct at Sydney Airport. Filmed by Martin Moodie with editing by Declan Moodie.
As reported, the Heinemann Australia store features what the travel retailer called a complete rethinking of its store design and assortment across fragrance, skincare, makeup, watches and jewellery, bolstered by the introduction of fashion and accessories.
It features many Australian airport-exclusive brands across categories including fragrance, skincare, makeup, watches and jewellery.
The spacious store offers customers what Heinemann describes as “an iconic and unique experience that connects back to the essence of Sydney and the beauty of its coastline, with clear visibility and elegant lines”.
This serves as a “compelling stage” for a stellar line-up of world-renowned brands and exclusive products, Heinemann said. ✈
Click the YouTube link above to watch exclusive video coverage from the Heinemann Australia Luxury Precinct in Sdyney International Airport. Filmed by Martin Moodie with editing by Declan Moodie.
