Penfolds has announced Troye Sivan as its new Creative Partner. The landmark multi-year collaboration will see the cultural phenomenon lead the brand into new creative territories, celebrating shared experience. In Global Travel, the collaboration debuts exclusively at Sydney Airport, in partnership with Heinemann Tax & Duty Free, through creative pop-up activations in Heinemann’s main Terminal 1 International Departures store and at the retailer’s GATEZERO concept.
Bin 389 Designed by Troye Sivan comprises two offerings: a limited-edition 750ml gift box and a 1.5L magnum art piece, both showcasing wine from the 2023 vintage. Each 750ml bottle is carefully hand wrapped in tissue paper printed with one of twenty images selected from Troye’s personal camera roll –each image is a moment of inspiration and connection to be collected and treasured. The magnum edition, handcrafted by South Korean artist Rahee Yoon, is limited to just 20 pieces, making it an exceptionally rare collector’s item, available by expression of interest only.
The striking translucent red-and-white designs evoke warmth and nostalgia. The wine itself – a benchmark of Penfolds excellence; one of Australia’s most cellared wines and a favourite amongst collectors worldwide – reflects Troye’s expressive, approachable character and casual elegance.
The collection brings together a limited-edition 750ml release and a rare 1.5L magnum, with each bottle wrapped in unique imagery selected from Troye Sivan’s personal camera roll.
In Global Travel, Penfolds is debuting the Bin 389 Designed by Troye Sivan offerings via immersive pop-up activations at Sydney Airport. The in-store experiences command attention at Terminal 1 Departures and within the curated luxury streetwear store GATEZERO, marking the second time that the brand has secured high-profile place in the iconic fashion zone.
The collection is presented through a bold retail display in Penfolds signature red, creating a strong and instantly recognisable in-store experience.
The eye-catching spaces showcase striking photos of Troye Sivan alongside video footage of the collaboration, bringing the creative partnership to life for travellers. Shoppers can discover the 750ml gift boxes alongside two of the ultra-rare 1.5L magnums, each accompanied by Troye’s signed project note, unique perforated image, branded assembly gloves, and Rahee Yoon’s custom acrylic housing.
Michael Jackson, Global Director – Global Travel at Penfolds, said, “The launch of Penfolds Bin 389 Designed by Troye Sivan at Sydney Airport brings together three Australian icons to connect travellers with new moments of conviviality. The collaboration sees Troye Sivan’s curiosity and creativity meet Penfolds timeless craft, transforming travel moments into cultural milestones for global travellers. Alongside Heinemann, we invite discerning travellers to own a piece of this extraordinary partnership, where luxury wine evolves into personal storytelling and unforgettable journeys.”
At GATEZERO, the collaboration reaches a new audience, connecting Penfolds with a more style-conscious and culturally driven traveller.
Ranjith Menon, Regional Purchasing Director at Heinemann Asia Pacific, added, “Prestige shopping at Sydney Airport has been elevated with the Penfolds Bin 389 Designed by Troye Sivan launch, perfectly capturing the pulse of the modern, creative, and inclusive culture of Australia. Spanning our premium wines and spirits offering and the fashion-forward GATEZERO concept, the collaboration breaks new ground for our prestige wine offering and our longstanding partnership with Penfolds. We are proud to offer this world-first partnership and the exclusive magnum drop to our discerning travellers seeking rare and culturally charged experiences.”
Troye conveyed his excitement about the collaboration: “This partnership with Penfolds is a dream creative dialogue for me. Penfolds and I share a passion for culture and creating moments that matter. Together, we aspire to produce catalysts for connection.”
Troye Sivan follows in the footsteps of Penfolds first Creative Partner, NIGO, founder of Human Made and Artistic Director of Kenzo. Penfolds Creative Partners are globally celebrated cultural trailblazers who defy convention, merging authenticity and innovation to reshape the boundaries of creativity.
Bin 389 Designed by Troye Sivan is available globally from March 2026 via luxury retail, global travel and direct-to-consumer channels. Further collaborations between Penfolds and Troye Sivan will be announced throughout 2026. Visit www.penfolds.com for more information.
