MALAYSIA. Malaysian travel retailer DFZ Capital Berhad has unveiled a brand new extension of The ZON Duty Free arrivals store at Kuala Lumpur International Airport (KLIA).
The new extension adopts a walkthrough boutique concept featuring the sensory offerings of three of the world’s leading brand owners – Pernod Ricard, Diageo and LVMH.
Created in response to the “ever-increasing demand and growing sophistication of travellers” in Malaysia, the new boutique follows the upgrading of the arrivals store and features four branded areas: Chivas, Martell, Johnnie Walker and Moët Hennessy.
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Duty Free International Director Tan Sri Dato’ Seri Mohd Azumi: “We believe that this unique boutique with features that are distinctive and special to KLIA will drive footfall, penetration and spend while further underpinning KLIA’s position as one of the world’s best airports” |
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Pernod Ricard Travel Retail Managing Director Thibaut de Poutier: “Travel retail is a strategic channel for us to showcase our brands and educate travellers from all around the world” |
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Diageo South East Asia General Manager Mathew Talbot: “We wanted to make sure we had the opportunity to express our Super-Deluxe brands in a way that delighted and invigorated the retail space, but also paid respect to the Malaysian destination” |
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Moët Hennessy Director of Travel Retail Andrew McLaren: “Asia is definitely the place for growth, and when we look at the growth that we’re experiencing in Malaysia specifically, we’re excited by what we’re seeing” |
The boutique was officially opened yesterday (6 December) in the presence of key representatives from DFZ, Malaysia Airports, Pernod Ricard, Diageo and LVMH, as well as members of the media. The Moodie Report’s Melody Ng was the sole representative from the travel retail press.
Speaking at the opening ceremony, Duty Free International Director Tan Sri Dato’ Seri Mohd Azumi said: “DFZ is extremely grateful for the opportunity to further expand our shop floor to cater to the ever-increasing demand of travellers. We believe that this boutique, with features that are distinctive and special to KLIA, will drive footfall, penetration and spend while further underpinning KLIA’s position as one of the world’s best airports.”
He pledged to continue to work with Malaysia Airports to ensure customer satisfaction, while building DFZ’s brand and products through new marketing initiatives.
The new boutique is in line with Malaysia Airports’ direction to position airports as “˜lifestyle destinations’. Taking about a year of development at a cost of MYR1 million, the extension has seen an increase in The ZON Duty Free’s retail floor space by 800sq ft to 3,000sq ft.
Located in the Arrival Hall of KLIA’s Main Terminal Building, the new boutique enjoys extremely high visibility as it lies on the pathway leading passengers from the immigration counters to baggage claim. In a bid to convert this high traffic into footfall, the brief to the brands was to design an offer that was experiential, unique and stopped passengers in their tracks.
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(L-R) Moët Hennessy Director of Travel Retail Andrew McLaren, Pernod Ricard Travel Retail Managing Director Thibaut de Poutier, Duty Free International Director Tan Sri Dato’ Seri Mohd Azumi, Malaysia Airports Senior General Manager Commercial Services Puan Faizah Khairuddin, and Diageo South East Asia General Manager Mathew Talbot |
The Martell and Chivas space
One show-stopping highlight is the Martell Trunk, a collector’s item designed by French luxury trunk maker Pinel & Pinel. This is said to be the first time the Martell Trunk is being showcased in an airport; other exclusive luxury locations where it has been displayed include Pacific Place Mall in Hong Kong, Fouquet’s Hotel in Paris, as well as ION Sky and Suntec Mall in Singapore.
Featuring the entire range of Martell Cognacs, the trunk contains 28 montres (small 20cl cylindrical flacons) – or seven examples of four exclusive blends made from rare eaux-de-vie, some of which date back to 1927 and 1934. Each one is a tailored composition that reproduces “an aromatic picture” of one of the four Cognac terroirs: Borderies, Grande Champagne, Petite Champagne, and Fins Bois.
Besides the luxury trunk, the Martell space also features limited editions such as Millesime 1968 which is only available in six travel retail markets worldwide: Hong Kong, Singapore, Malaysia, Taiwan, Indonesia and Thailand.
The Martell Trunk will be presented in The ZON Duty Free for three months, after which travellers will be offered a new sensory experience “in the form of a unique cognac discovery”, Pernod Ricard Travel Retail Managing Director Thibaut de Poutier revealed.
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The new boutique sees Chivas’ new visual identity being launched for the first time in a large retail space; sampling opportunities are available at selected times |
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In another first, the Martell Trunk is being showcased for the first time in an airport |
Adjacent to Martell is fellow Pernod Ricard brand Chivas Regal, which sees its new modern visual identity being launched for the first time in a large retail space. The Chivas branded area features vibrant 3D merchandising units in a bar-style format which plays on depth and contrasting perspectives to bring to life the brand’s personality and style.
The new retail space will celebrate the launch of The Chivas Brothers’ Blend, a permanent addition to the portfolio and the first product launch for the brand since Chivas Regal 25yo in 2007. As reported, this travel retail exclusive whisky pays a contemporary tribute to the brand’s founding brothers, James and John Chivas.
Sampling opportunities will also be available as selected times, and travellers will be able to purchase the complete Chivas Regal range in-store.
Commenting on the significance of the new boutique, Pernod Ricard Asia Duty Free Managing Director Thibault De Poutier said: “Travel retail is a strategic channel for Pernod Ricard to showcase our brands and educate travellers from all around the world. With today’s opening of Chivas Regal and Martell in KLIA, we are showing our commitment to this channel, to travellers and to DFZ, to always share innovative retail experiences and present new limited editions and crafted masterpieces in a highly premium environment.”
Pernod Ricard Asia Duty Free Marketing Director John O’Sullivan added: “The Malaysian consumer for us is very important for predominantly whisky and Cognac – it’s a big Martell market; it’s a big Chivas Regal market, so that explains why we’ve got Chivas and Martell here.”
Despite the two brands being distinct in identity, there is a harmony in the way they are presented in the same retail space, connected by a dark blue background and lighted facades. “We’ve obviously had the luxury of having the whole space to ourselves. Chivas and Martell are very, very different brands and we’ve got to respect the identity of them both but given that they’re both our brands, we can make that flexibility,” O’Sullivan said.
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Despite Chivas and Martell’s distinct brand identities, there is a harmony in the way they are presented in the same retail space |
Johnnie Walker’s “˜Super-Deluxe’ brand area
On the opposite end of the store are the Johnnie Walker and Moët Hennessy areas.
Diageo has focused on Johnnie Walker’s Super-Deluxe range, with Johnnie Walker Blue Label complemented by further labels from the John Walker and Sons collection. With a Johnnie Walker Blue Label-inspired theme, the space was designed specifically for ZON Duty Free and incorporates visual elements local to Malaysia, such as the Petronas Twin towers. Travellers will also have the chance to sample products from the range.
Sense of Place was an important factor for Diageo. “We wanted to make sure we had the opportunity to express our Super-Deluxe brands in a way that delighted and invigorated the retail space, but also paid respect to the Malaysian destination,” Diageo South East Asia General Manager Mathew Talbot explained.
“You’ll see cues in the retail space that pay respect to that connection, even from the sign “˜Welcome to Malaysia, keep walking’ – we tried to make the connection between Johnnie Walker and the destination and the whole travel experience. In my experience, this is the first time we’ve made such a rich connection in an airport location,” he said.
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With a Blue Label-inspired theme, the Johnnie Walker space incorporates visual elements local to Malaysia, such as the Petronas Twin towers |
The concept behind the new space is to provide a platform for Johnnie Walker to create a luxury association between international travellers and their products through the showcase of the Super-Deluxe line. It aims to target KLIA’s luxury-minded travellers and shoppers by launching and promoting exclusive variants new to the market at this dedicated new retail area before release to the general public.
“The Malaysian consumer is one that has a high propensity for super-premium products, so it’s important for us to make sure that we’re engaging them with our super-premium offer. Aside from that, we’re seeing more travelling Chinese coming here – and they’re a target group for us. Malaysia, and indeed KLIA, is critical to our success in reaching those consumers.
“Our goal for the Johnnie Walker brand is to become the world’s number one luxury spirits company,” Talbot underlined. “Travel retail is an important focus channel for us. With KLIA as one of the fastest growing airports, we believe this new space provides an innovative opportunity to enhance our brand’s premium status.”
Moët Hennessy – Champagne and Cognac
“Asia is definitely the place for growth, and when we look at the growth that we’re experiencing in Malaysia specifically, we’re excited by what we’re seeing,” Moët Hennessy Director of Travel Retail Andrew McLaren said.
Reflecting the “huge demand” for Hennessy currently and the opportunity that comes with Champagne in the Malaysian market, the Moët Hennessy space features both Hennessy Cognacs and Moët & Chandon Champagnes.
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The Moët Hennessy space features both Hennessy Cognacs and Moët & Chandon Champagnes | |
Taking centre stage is the Hennessy Paradis Impérial Cognac, which dates back to the early 19th Century when the Dowager Empress of Russia commissioned the Hennessy family o create a unique blend as a gift to her son, Tsar Alexander I. The Cognac was blended by Hennessy’s Master Blender Yann Fillioux, who selected rare eaux-de vie from the 19th and 20th Centuries. The decanter, designed by Stéphanie Balini, is a new faceted vessel crowned with a crystal cabochon and features an 18ct gold-plated label evoking the costumes of the Imperial Court.
Also on display is Hennessy Privé, created by Master Blender Yann Fillioux as a tribute to James Hennessy, former head of the family firm. Using eaux-de-vie aged in young oak casks, Fillioux has created a Cognac that is described as round and refined, structured and velvety with delicate notes of crystallised fruit.
“We are very committed to the travel retail industry; it’s one of our fastest growing areas of business within Moët Hennessy,” McLaren added.
Malaysia Airports Senior General Manager Commercial Services Puan Faizah Khairuddin commented: “Malaysia Airports is always supportive of our concessionaires as they work closely with us to support our drive towards airports as lifestyle destinations. Thanks to their support, KLIA is now home to several unique propositions that place us apart and help us to stand out among travellers.”
In addition to The ZON Duty Free at KLIA, DFZ also operates The ZON Duty Free at Melaka Airport, Pulau Tioman Airport, KLIA Low-Cost Carrier Terminal (KLIA-LCCT) and Skypark, Subang, as well as the newly opened Bijoux Terner fashion accessories at KLIA’s Satellite Building. It will soon open a perfumes, cosmetics & chocolate outlet at Penang International Airport.
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The revamped ZON Duty Free arrivals outlet presents a more upscale shopping environment |
