SOUTH KOREA. William Grant & Sons came together with Shinsegae Duty Free to unveil the Scotch whisky specialist’s first retail space at Incheon International Airport Terminal 2 on 23 February.
The showcase features Glenfiddich and The Balvenie collections, including travel retail-exclusive editions and a full range of rare and aged single malts. It also includes interactive touchpoints and a personalised gifting experience.
The 30sq m concept space incorporates Korean cultural elements to highlight a true Sense of Place. The gallery-style backdrop and display walls spotlight brand-specific cues and visual identities while sculptural display units present high-end collections.
The in-store freestanding activation podium can be refreshed throughout the year to offer newness for travelling shoppers.
The Glenfiddich space features its Perpetual Collection along with The Grand Series and Time Re:Imagined ranges. The Balvenie area spotlights Cask Finishes, Rare Marriages and Stories collections.
Gifting and collectable offers are key to the shop-in-shop concept, encapsulated within the ‘Art of Gifting’ experience. A central gifting podium bar allows passengers to customise their purchases with traditional Korean charms and engraved messages.
Brand Ambassadors are on hand to help consumers find a suitable whisky. The retail space incorprates digital touchpoints, such as the Lift-and-Learn educational tool, which are designed to highlight the legacy of select Glenfiddich and The Balvenie whiskies.
William Grant & Sons Head of Brand Marketing – Global Travel Retail Gwilym Cooke said: “We are pleased to collaborate with Shinsegae Duty Free to create this exciting retail concept which showcases the full range of our iconic Glenfiddich and The Balvenie brands.
“It provides discerning travellers with an enhanced shopping experience, including travel retail-exclusive liquids and bespoke gifting opportunities.” ✈
