Royal Salute has unveiled a world-first pop-up boutique at Singapore Changi Airport, in celebration of The House of Quinn by Richard Quinn. The exclusive high-end limited edition has been created as a tribute to couture fashion, with only 200 hand-blown black crystal decanters, individually numbered and hand-painted with a Richard Quinn bespoke design.
The 55sqm pop-up will feature a constantly changing array of impactful shopper experiences, covering the themes of fashion, art, and gifting. The first experience blends fashion and luxury whisky, allowing travellers to sample signature blends from the Royal Salute collection whilst admiring some of Quinn’s iconic garments from his London Fashion Week collections. The concept is exclusive and the first of its kind to be implemented at Changi Airport. The activation is designed to excite whisky aficionados and capture the imagination of luxury shoppers from around the world.
The space has been designed to amplify striking elements from the Royal Salute signature bottle and opulent design. Featuring an abundance of Richard Quinn’s signature bold florals against a backdrop of blue and purple hues, the design aims to create the impression of an enchanted forest to further complement the collaboration.
To fully immerse visitors in the experience, exclusive video content from the London Fashion Week runway will be projected onto digital screens around the space. QR codes around the display will also allow customers to access an exclusive augmented reality (AR) Instagram filter featuring Quinn’s trademark floral and botanical designs in a fantasy landscape. Visitors to the pop-up will be invited to sample signature blends from the Royal Salute collection at the tasting bar, and at the gifting station, shoppers can receive a beautiful The House of Quinn by Richard Quinn gift bag, highlighting the brand’s gifting appeal. Exclusive gift with purchase promotions will also be on offer to further incentivise customers to purchase items.
The activation will be supported by an omnichannel campaign including social amplification with local fashion influencers and content creators. Through a first time travel media partnership, rich audience data will deliver hyper personalised engagement through interactive ad formats, all in line with the highest standards of data protection and privacy. The campaign will target travellers from their pre-trip travel journey through to their arrival in Singapore Changi Airport. The campaign will also be supported across Changi Airport Group paid and owned channels as well as Out-of home media in Terminal 3 departures.
The pop-up boutique has been developed with sustainable design principles, including recyclable and reusable materials, and designed with Pernod Ricard Global Travel Retail’s bespoke life cycle analysis tool, to minimise the carbon footprint of the installation while still providing a unique and impactful experience for travellers. Speaking about the new Royal Salute x Richard Quinn pop-up, Liya Zhang, VP Marketing, Pernod Ricard Global Travel Retail commented; “We know shoppers have high expectations for the in-store experience in a travel retail setting, and the new Royal Salute x House of Quinn pop-up boutique offers an exciting opportunity to experience retail theatre at its finest. As premiumisation has been a key growth driver over the past year, we’re confident the new pop-up will attract customers with a desire for highly prestigious items.
Rustom Framji, General Manager Pernod Ricard Travel Retail South East Asia Business Unit commented “We’re delighted that this venture continues our strong partnership with Changi Airport Group and Lotte Singapore, allowing us to capture the imagination of luxury shoppers alongside a new generation of whisky drinkers.”
Edward Im, Lotte Travel Retail Singapore Managing Director commented; “Lotte is privileged to collaborate with Pernod Ricard to bring this experience to Changi Airport. This initiative is the epitome of Royal Salute’s creativity and a showcase of exquisite craftsmanship of whisky.”
Ms. Teo Chew Hoon, Managing Director, Airside Concessions commented; “The Royal Salute x House of Quinn Changi 1st pop-up is a celebration of bold ideas in the worlds of whisky and fashion. This partnership with Lotte and Pernod Ricard has great synergies for our brand as Changi Airport has always been a proponent of innovation and bold ideas and is constantly on the lookout for fresh and exciting concepts to create memorable experiences for our passengers.”
The T3 pop-up boutique continues the strong partnership with Pernod Ricard GTR, Changi Airport Group (CAG) and Lotte following the successful launch of online immersive and shoppable platforms The Royal Salute Kingdom Club and The Malt Gallery on Changi Airport’s e-commerce site, iShopChangi.com.
The Royal Salute Whisky pop-up will run from September 17th, 2022, until 15th March 2023.