Lotte Duty Free has unveiled the first-ever Aperol experiential pop-up store in global travel retail, located at Melbourne International Airport, T2 Departures.

Established for a long-term presence in 2024, the 55 sqm experiential store launches with a vibrant two-month celebration to honour the brand’s renewed long-term partnership with the Australian Open. As Official Partner, Aperol initiates this festive period by welcoming travellers into its universe, providing a dynamic and engaging brand experience that persists beyond the tennis events. Coinciding with the store’s debut, Aperol will expand its Australian Open campaign to off-trade GTR locations across Australia and New Zealand, ensuring widespread celebration during the games.

Serve up Summer: Aperol Celebrates Australian Open Partnership with Exclusive In-Store Experiences at Melbourne International Airport

Tennis Australia has announced a new four-year agreement with Campari Australia commencing from 2024. Through this long-term partnership, Aperol will play a pivotal role as Official Partner infusing its distinct orange and summery vibes into the Australian Open, United Cup, Brisbane International, Adelaide International, and Hobart International tournaments.

Adorned in the iconic Aperol orange, the striking store offers travellers a vibrant and multisensorial experience. Designed to echo the partnership’s spirit exclusively during the games from January to the beginning of February, the experiential store blends Aperol’s colourful take on tennis, Italian aperitivo culture, and digital-first engagement touchpoints for a joyful atmosphere.

Tennis symbolism, such as court markings, racquets, and nets, enhance the boutique’s ambiance, leading travellers towards an eye-catching circular archway. This archway serves as the portal to an immersive digital sunset photo moment, prominently displayed on large digital screens — a confluence of Aperol, the spirit of tennis, and the magic of the aperitivo moment at sunset. Additional screens throughout the space recreate the sunset experience and engage with travellers, reinforcing the Aperol Spritz serve. This digital showcase stands in vivid contrast to the sea blue Australian Open campaign, injecting a sizzling summer vibe into the atmosphere.

To further captivate the senses and elevate engagement, travellers are invited to sample Aperol Spritz, enhancing the store’s multisensorial appeal with a tangible ‘liquid to lips’ experience that complements the digital features. In addition, an exclusive digital trivia game entices passengers with the chance to win a unique Australian Open 2025 experience, encouraging a return visit to Melbourne.

The trivia game, which includes questions related to the Australian Open and Aperol, invites international travellers to participate with any Aperol purchase at Lotte Duty Free in Melbourne. The experiential store’s opening is also celebrated with enticing promotions and gifts-with-purchase, including co-branded tumblers, while an Aperol activation at Melbourne Airport arrivals extends a refreshing welcome to
visitors.

Marco Cavagnera, Managing Director Global Travel Retail at Campari Group, commented: “The opening of Aperol’s first-ever experiential pop-up store in global travel retail is a landmark for this Italian icon, and it reflects the growing importance of the channel to Campari Group. It is a pleasure to amplify Aperol’s collaboration with the Australian Open in travel retail, as part of our mission to add value to travellers’ journeys by connecting them with authentic cultural experiences that engage and inspire. There is a beautiful synergy between Aperol, tennis and the aperitivo moment, and we hope that travellers embrace our unique sunset digital experience as the perfect memento of their journey. I would like to thank the team at Lotte Duty Free and we look forward to building on our collaboration to unlock future growth for Aperol in the dynamic Asia Pacific region.”

Stephen Timms, CEO of Lotte Duty Free Oceania, added: “We are delighted to partner with Campari Group Global Travel Retail to open Aperol’s debut standalone store in global travel retail at Australia’s second busiest airport. The Australian Open is Melbourne’s must-see event each January, so it is exciting to be able to offer departing passengers a colourful, convivial and culture-driven experience in the airport. The store aligns with our vision to provide innovative, engaging and memorable retail experiences, and we are confident that the eye-catching space will resonate with passengers and provide them with lasting memories.”

At the Australian Open, fans will be able to enjoy an Aperol Spritz at ‘Terrazza Aperol’ on Grand Slam Oval. Boasting a bespoke 15-metre-long bar, bean bags, lounges and an elevated cabana experience for drinking and dining, the Terrazza Aperol invites tennis fans to sit back with an Aperol Spritz and view centre court action broadcast live on the big screen.