NEWS
HOUSE OF SUNTORY OPENED NEW EXPERIENTIAL BOUTIQUE IN CHANGI AIRPORT
By Siulan Law Mathews DipWSET
12-11-2024
Source: House of Suntory
Japan’s House of Suntory has opened a new shop-in-shop experiential boutique at Singapore’s Changi Airport to offer travellers a chance to taste the full range of Suntory’s whiskies and spirits.
The store, which covers around 30sqm, is located in the main departures area in Terminal 4. This latest opening is Suntory’s second shop-in-shop boutique in the travel retail channel, the first one made its debut earlier this year in Lotte Duty Free’s refurbished central duplex store in Changi Terminal 3.
The new shop showcases the full range of Suntory’s whiskies, from Yamazaki, Hakushu and Hibiki, complemented by a strong focus on Suntory’s other craft spirits such as AO, Toki, Roku Gin and Haku Vodka.
Source: House of Suntory
The 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.
Source: House of Suntory
“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,” Gandham added.
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,” Lotte Duty Free Singapore Managing Director Jeff Jeong Soongyu said.
“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,” he added.
(the writer can be contacted at: info@thewinechronicle.com)
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