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Hennessy campaign roars into life at Changi Airport to mark the Year of the Dragon

SINGAPORE - Moët Hennessy Travel Retail has unveiled a Lunar New Year activation for Maison Hennessy in partnership with Changi Airport Group and Lotte Duty Free.

The 70sq m sensory experience at Changi Airport Terminal 1 Departures is the largest Hennessy pop-up in travel retail for the festive season.

A white dragon, symbolising joy, luck and prosperity, weaves through the retail space entrances, serving as the focal point for the experience. The pop-up also showcases a special Chinese New Year collection created by visionary Chinese artist Yang Yongliang. Dragon’s Odyssey weaves traditional drawings with contemporary digital technology. It also aims to echo Hennessy’s campaign strapline, ‘Together we are unstoppable’

The pop-up also showcases the 2024 exclusive Hennessy Paradis edition. Limited to 485 bottles worldwide, it features a handcrafted porcelain decanter adorned with luminous gold dragon artwork, hand painted by Bernardaud – a family-owned company known for its Limoges porcelain work. The exclusive porcelain decanter, accompanied by oak gift box, is available at the pop-up, with only four for sale in Singapore.

Central to the immersive pop-up is the ‘Senses of Hennessy’ experience, the first of its kind at an airport. The sensory experience engages guests through films, visuals, aromas and sound waves.

The in-store consumer experience adds a personalised touch to the retail campaign, said the brand owner. Visitors can pre-book a 15-minute guided tour of the pop-up, subject to availability. Molecular tastings elevate the experience, offering a chance to appreciate Hennessy Cognac through tastings of V.S.O.P, and X.O. A bespoke Chinese New Year cocktail has been designed exclusively for the festive occasion.

At the Wishing Tree, visitors can pen their wishes for the Year of the Dragon on Hennessy postcards. These postcards are later pinned to the tree, creating a display of moments and blessings. Shopper engagement touchpoints, including a WeChat Mini Program offering incentives, enrich the retail experience, said the brand owner.

Adding further exclusivity, the Changi Airport activation features limited-edition Year of the Dragon Hennessy X.O. glasses as a gift with purchase.

To commemorate the activation, an opening event was organised on 10 January, featuring collaborations and extensive support from trade media, lifestyle writers and KOLs.

Moët Hennessy Travel Retail Managing Director Travel Retail Asia Pacific Vanessa Widmann noted: “Our Hennessy pop-up at Changi Airport, in collaboration with Lotte Duty Free, reflects our dedication to creating unparalleled experiences for consumers. As we usher in the new year of the dragon, we’re honoured to share the spirit of Hennessy in immersive and memorable fashion, making each interaction a journey of discovery and celebration.”

Changi Airport Group Head of Airside Concessions Division Chandra Mahtani said: “At Changi Airport, we always strive to anticipate the needs of our travellers and wow them with innovative retail. In this festive season where many of our passengers are flying to reunite with loved ones, the Hennessy Lunar New Year pop-up, which is a Changi-exclusive, provides the perfect gifting opportunity and an immersive shopping experience with the ‘Senses of Hennessy’ journey. We are delighted to partner Moët Hennessy Travel Retail and Lotte Duty Free to bring this activation to life.”

SOURCE: The Moodie Davitt  Report

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