A gifting station for bottle personalisation, a seasonal whisky tasting bar, and bespoke treats from leading chefs; the exclusive pop-up is set to kick off the festive season in style.
This festive season, Diageo Global Travel, in partnership with Changi Airport Group and DFS Group, the world’s leading luxury travel retailer, will surprise and delight Scotch whisky fans with the opening of an exclusive Johnnie Walker Gifting Studio at Singapore Changi Airport.
The beautiful pop-up will offer consumers a space to personalise bottles with charms, customisable ribbons and gift bags, as well as the chance to include bespoke holiday cards created exclusively by artist, Diana Goh. The activation will also offer a number of unique experiences including an interactive ‘wishing machine’, which will project a prediction of your year in 2020, as well as limited-edition products and Asia First releases that will make their debut at Changi Airport
While the new installation will predominantly focus on Johnnie Walker and showcase the brand’s gifting accessories and latest blends, travellers will also be able to explore similar gifting solutions and limited editions from some of the wider Diageo portfolio including Baileys Irish Cream and limited-edition Special Release malts.
The pop-up studio opens on November 30th with a special launch event taking place on December 5th. This event will be attended by representatives from Diageo, DFS, and Changi Airport Group, in addition to local media, trade media and influencers. Top chefs including Cheryl Koh from Tarte, Janice Wong of 2am: dessert bar, Samantha Tan from the Awfully Chocolate chain, Cindy Khoo from The Hilton, Singapore and Pan Kok Keong of Antoinette will be in attendance and will offer guests macaroons, truffles and other festive treats infused with Johnnie Walker, Baileys Irish Cream and other products from the Diageo portfolio.
Paulo Guludjian, General Manager for Global Travel in Asia, Pacific, Middle East, India and Egypt, said: “Creating an engaging and enjoyable retail experience is a big priority for us and we believe this exclusive gifting studio will really captivate our consumers. The studio allows travellers to engage with our products in an exciting, personal and enjoyable way, while also demonstrating how Johnnie Walker is leading the way in personalisation. We believe this pop-up will expand our reach to the millennial audience through engaging activations, partnerships with leading chefs and the chance to experience our products in a versatile way. From delicious drinks to unique treats, there really is something for everyone.”
Frederik Vanden Bulcke, DFS Group Director of Merchandising Spirits, Wine and Champagne, said: “It is part of DFS’ mission to delight our discerning customers with products and experiences which are interactive and engaging. Partnering with Diageo gives our travelling customers the chance to take home a personalised commemorative bottle as the perfect gift, sample cocktails and delicious treats inspired by Johnnie Walker, Baileys and other Diageo products, and interact with the ‘wishing machine’.”
Teo Chew Hoon, Group Senior Vice President of Airside Concessions at Changi Airport Group, said: “Changi Airport Group, together with Diageo Global Travel and DFS Group, is thrilled to bring the festive spirit to passengers with the Johnnie Walker Gifting Studio. Boasting a selection of limited editions from across Diageo’s portfolio available only in Asia, this interactive pop-up brings a one-of-a-kind retail experience to passengers at Changi Airport.”
The Johnnie Walker Gifting Studio is situated in the T3 Departure Transit Hall and will remain open until January 9th, 2020. Travellers can explore and purchase from the Johnnie Walker, single malts and Baileys ranges at this exclusive experience.
Copyright The Duty Free Hunter 2020