The House of Suntory, the Founding House of Japanese Whisky, has partnered with Changi Airport Group (CAG) and LOTTE DUTY FREE Singapore to open a new experiential shop-in-shop boutique at Singapore Changi Airport.
The store, which covers around 30 sq m, is located in the main departures area in Terminal 4. This latest opening follows on from The House of Suntory’s first ever shop-in-shop boutique in the travel retail channel, which made its debut earlier this year within LOTTE DUTY FREE’s refurbished central duplex store in Changi T3.
Inspired by the beauty of Japan’s natural world, and elevated by Japanese craftsmanship, the new shop-in-shop is designed to offer a luminous gateway into The House of Suntory universe. Acting as a portal, the boutique aims to invite travellers on an experiential sensory journey, crafted to foster a deep and lasting connection with the brand and its portfolio.
The shop-in-shop showcases the full range of exceptional whiskies from Yamazaki, Hakushu and Hibiki, complemented by a strong focus on other House of Suntory craft spirits such as AO, Toki, Roku Gin and Haku Vodka.
Embodying The House of Suntory’s signature aesthetic, the new Changi boutique incorporates disruptive and dynamic designs – including large display screens to attract footfall from afar. These screens will project different seasons within nature, to evoke the changing natural environment that surrounds the birthplace of different House of Suntory spirits.
Immersive branded discovery stations featuring interactive screens invite travellers to embark on a journey of digital discovery, enhanced by a mobile Tasting Table where visitors can sample a selection of craft spirits.
“Travel retail is a vital brand-building channel for the group,” noted Suntory Global Spirits Managing Director Global Travel Retail Ashish Gandham. “I am delighted to further expand our presence at such a key airport location, in partnership with CAG and LOTTE DUTY FREE.”
Gandham continued: “This beautiful boutique is another perfect showcase for The House of Suntory’s exceptional portfolio of spirits, and exemplifies our commitment to delivering high quality innovation and rich experiences for our customers.”
LOTTE DUTY FREE Singapore Managing Director Jeff Jeong Soongyu commented: “The high-end Japanese whisky category continues to perform positively, and this new shop-in-shop boutique will allow LOTTE to further strengthen its offering and leverage demand.
“We understand that our discerning customers seek innovation and memorable experiences when they travel. This specialised boutique diversifies LOTTE’s product selection and enhances the premium shopping journey for travellers.”
