TRAVEL RETAIL SHOWCASE
The power of Trinity
On 13 October, Glenfiddich unveiled a spectacular The Perpetual Collection pop-up at Singapore Changi Airport in association with Lotte Duty Free.
The Changi 1st pop-up was located in Terminal 1 Departures (Transit), making Changi the first place in Asia where travellers could explore the collection. The Changi 1st pop-up was open from 27 September to 5 November.
The immersive pop-up invited travellers to discover the colourful world of The Perpetual Collection and offered a range of experiential features. Motion sensors were dotted around the space to capture the movement of each visitor and project their movements through a wave of colours on the screen.
Through this, shoppers were able to participate in a piece of constantly evolving digital art that mimicked the Solera Vat process used to make The Perpetual Collection.
“Being at the airport marks the exciting moment when adventure starts, so we wanted to give those flying something special to celebrate this experience”
— William Grant & Sons Regional Director, Global Travel Retail (APAC & Middle East) Quentin Job
Inside, a brand ambassador met travellers at the tasting bar where they experienced the four whisky expressions. The brand ambassador matched each shopper with one of the whiskies in the range and offered a personalised memento of the experience. The four-piece collection is also available at Lotte Duty Free shops and on the iShopChangi platform.
William Grant & Sons Regional Director, Global Travel Retail (APAC & Middle East) Quentin Job comments: “With travel restrictions finally easing and people taking to the skies once again, we’re excited to bring the Glenfiddich Perpetual Collection to Singapore Changi Airport Lotte Duty Free shops, our biggest launch in global travel retail in the last decade.
“Being at the airport marks the exciting moment when adventure starts, so we wanted to give those flying something special to celebrate this experience. Whether it’s a gift for a maverick loved one or a treat for oneself, The Perpetual Collection offers travellers a unique moment of enjoyment to capture their life that never sits still.”
Changi Airport Group Managing Director of Airside Concessions Teo Chew Hoon comments, “We are excited about our continued partnership with Glenfiddich, a brand that values both quality and innovation, which is very much in line with what we believe in at Changi Airport. We strive to bring in impeccable products and novel experiences to surprise and delight our passengers – and we are confident that Glenfiddich’s Perpetual Collection has done just that, being a first in Asia at Singapore Changi Airport Lotte Duty Free Shops.”
Lotte Duty Free Singapore Managing Director Edward Im adds, “Our long-term collaboration with Glenfiddich has been instrumental in creating unique shopping experiences for travellers. The launch of The Perpetual Collection represents the aspirations of Lotte and we are delighted to unveil this pop-up to the world.”
The Trinity in action as William Grant & Sons, Changi Airport Group and Lotte Duty Free mark the launch of The Perpetual Collection in time-honoured style. Pictured left to right are William Grant & Sons Regional Director, Global Travel Retail (APAC & Middle East) Quentin Job; William Grant & Sons Luxury Whisky Ambassador James Buntin; Changi Airport Group Managing Director of Airside Concessions Teo Chew Hoon; Lotte Duty Free Singapore Managing Director Edward Im; and Glenfiddich Global Brand Manager Jayasutha Samuthiran
Glenfiddich Global Brand Manager Jayasutha Samuthiran introduces the launch celebrations
A Trinity toast: Edward Im, Quentin Job and Teo Chew Hoo celebrate the perpetual power of partnership
William Grant & Sons Luxury Whisky Ambassador James Buntin introduces The Perpetual Collection to guests and onlookers
The Changi Airport animation is part of a wider pop-up campaign showcasing the launch. Other locations include Amsterdam Airport Schiphol from 1 to 31 October and Miami International Airport from 8 December to 5 January. Other airport locations will be announced soon.
William Grant & Sons is certainly putting its commitment behind the adage of ‘a whisky that never sits still’. Plenty of movement then – and excitement – as the roll-out of The Perpetual Collection continues. In time-honoured fashion, watch this space.
Spotlight Series - November 2022