Featuring sensory experience, Hennessy campaign lands at Changi Airport to celebrate Year of the Dragon
The 70-square-meter sensory experience marks the largest Hennessy pop-up in travel retail for the festive season and celebrates the Chinese New Year; a white dragon serves as the focal point of the of the experience
Moët Hennessy Travel Retail has unveiled a seasonal activation for Maison Hennessy in partnership with Changi Airport Group and Lotte Duty Free. Located in Terminal 1 Departures at Singapore Changi Airport, the 70-square-meter sensory experience marks the largest Hennessy pop-up in travel retail for the festive season and celebrates the Chinese New Year.
Embracing the Year of the Dragon, a majestic white dragon, symbolizing joy, luck and prosperity, weaves through the retail space entrances, capturing the attention of shoppers and serving as the focal point of the experience. The pop-up also showcases the special Chinese New Year collection, a creation of visionary Chinese artist Yang Yongliang. Inspired by Yang Yongliang's digital art piece, 'Dragon’s Odyssey,' the limited-edition collection weaves traditional drawings with contemporary digital technology, embodying the spirit and vitality of the majestic Year of the Dragon. Echoing Maison Hennessy's campaign strapline, 'together we are unstoppable,' the collection resonates with the ethos of 2024 – a year to unleash positive energy and celebrate unity.
Limited to 485 bottles worldwide, the 2024 exclusive Hennessy Paradis features a handcrafted porcelain decanter adorned with luminous gold dragon artwork, hand painted by Bernardaud in France. Family-owned Bernardaud, with a legacy of over 160 years, is synonymous with Limoges porcelain and renowned for its quality, precision and excellence. This decanter, accompanied by a precious 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; this 360-degree sensorial journey engages guests through sensory films, captivating visuals, enticing aromas, and enveloping sound waves
Consumer Odyssey: navigating the Hennessy experience
Central to the immersive pop-up is the 'Senses of Hennessy' experience, the first-of-its-kind at an airport. This 360-degree sensorial journey engages guests through sensory films, captivating visuals, enticing aromas, and enveloping sound waves. Travelers explore the 'Senses of Hennessy' to discover their perfect Hennessy match – an alignment of emotions and senses that culminates in a tasting experience.
The in-store consumer experience adds a personalized touch to the retail campaign. 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 deepen appreciation for Hennessy cognac through tastings of V.S.O.P, and X.O. A bespoke Chinese New Year cocktail is on hand, 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 unique display of moments and blessings. Shopper engagement touchpoints, including a WeChat mini program offering incentives, enrich the retail experience pre-, during and post-purchase.
Adding an extra layer of exclusivity, the Changi Airport activation features limited-edition Year of the Dragon Hennessy X.O glasses as a gift with purchase. This collector's item, available only at the pop-up, gifted with every two Chinese New Year Limited Edition X.O purchase, making it a treasured souvenir.
To commemorate the activation, an opening event was organized on January 10, featuring featuring collaborations and extensive support from trade media, lifestyle writers and KOLs. It set the stage for a year-long celebration of progress, unity, and the unstoppable spirit of Hennessy.
Vanessa Widmann, Managing Director Travel Retail Asia Pacific, Moët Hennessy Travel Retail, said, “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.”
Chandra Mahtani, Head of Airside Concessions Division, Changi Airport Group, 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.”
Jeff Jeong Soongyu, Managing Director, Lotte Duty Free Singapore, added, “Teaming up with Moët Hennessy Travel Retail, we are proud to unveil this Chinese New Year Hennessy activation. This activation seamlessly blends luxury, tradition, and innovation, creating an immersive and unforgettable experience for our travellers.”
