Pushing the boundaries of futuristic retail: Maison Martell and China Duty Free Group to unveil pioneering boutique in Haitang Bay

CHINA. In a landmark development, Pernod Ricard Global Travel Retail (GTR) will open a Maison Martell travel retail boutique – its first ever – at China Duty Free Group’s (CDFG) Haitang Bay Duty Free Shopping Centre in Sanya, Hainan island this Thursday (28 January).

The 21sq m boutique is also the first Pernod Ricard-owned store on the island. It offers new, innovative technology to deliver what the company called “a seamless consumer experience” by inviting duty free shoppers to engage with the world of Maison Martell through its latest in-store programmes. These include a one-of-a-kind digital boutique façade and pioneering touchless technology.

“With the booming success of this duty free destination, combined with thriving consumer demand for Maison Martell products, and CDFG’s expertise and experience in the Chinese duty free market, we anticipate many exciting developments ahead” – China Duty Free Group Vice President Zhao Feng

Underlining its upscale positioning, the boutique is prominently positioned in prime space on the ground floor of the acclaimed CDF Mall, flanked by luxury brands Bottega Veneta and Christian Dior.

Interaction points will continue to evolve to ensure its consumers remain engaged after the opening, with Maison Martell already considering future innovations.

The boutique will push the boundaries of futuristic retail, Pernod Ricard GTR said. “With the rise of digitalisation in the channel opening the door for new GTR technology, the store offers consumers impactful and pioneering engagement through ever-evolving content and enhanced in-store retail theatre,” it said.

Features such as digital wall displays have been designed to engage passersby, showcasing videos about the liquids and brand focuses within the region. The store also hosts an in-situ Martell Perfect Door, the brand’s latest merchandising unit that leverages touchless technology through safer, state-of-the-art digital displays with a ‘wave and learn’ experience.

Pernod Ricard Global Travel Retail CEO Mohit Lal said: “The opening of Maison Martell’s new travel retail boutique represents a landmark occasion both for the house and for the channel. As we look towards a future of new beginnings driven by digital innovation, the store offers us the opportunity to reimagine Maison Martell’s rich heritage by bringing our products to life through the power of technology, streamlining shopper experiences and allowing consumers to feel even more connected to the brand.”

The boutique will be unveiled at an opening ceremony on 28 January, including a ribbon-cutting moment, a toast and a digital Martell-inspired performance. The event will be attended by representatives from both CDFG and Pernod Ricard GTR, beginning with a speech from leadership figures outside the store, followed by a ceremonious ribbon-cutting and drawing of the curtain to reveal the store front.

Maison Martell is also inviting its consumers to attend the event virtually via one of the livestreams that will cover proceedings. Three key lifestyle influencers with long-standing connections to the brand, and whose social communities represent a 22M-strong audience on Yizhibo and Weibo, will each host streams via their own Yizhibo channels, with CDFG also livestreaming the event via the same platform.

China Duty Free Group Vice President Zhao Feng said: “We are very pleased to continue our long-standing partnership with Pernod Ricard and we look forward to significantly developing the spirits market on Hainan Island together.

“With the booming success of this duty free destination, combined with thriving consumer demand for Maison Martell products, and CDFG’s expertise and experience in the Chinese duty free market, we anticipate many exciting developments ahead. We are glad to be Pernod Ricard’s first partner on the island and we are very confident in the success of this store.”

The Martell Boutique Store (/ 马爹利精品店) offers the full Martell product portfolio, including The Epic Voyage bottling and the 2021 Martell Cordon Bleu Chinese New Year limited edition exclusive to travel retail.

NOTE: Look out for a timely interview with China Duty Free Group President Charles Chen in The Moodie Davitt Report’s special China and Hainan Magazine (see below for details) to be published just before Chinese New Year.

This landmark edition also includes an extensive interview with Pernod Ricard North Asia Travel Retail General Manager Simon van Moppes, who talks about the ambition that underpins the landmark Maison Martell project in Hainan and some of its unique and compelling aspects.

“It’s a real milestone for us… it’s something that we are thrilled about and it goes hand in hand with the excitement that surrounds Hainan as well,” van Moppes says in that interview. “So where better place to put our first Martell boutique than on Hainan island itself?

“Hainan is a beacon of light in our business but it was already that before the pandemic. But after international travel resumes, I believe it will still be very significant… like it has been for some years with beauty and now will be equally for liquor in the future.”