January 5 2023  |  Spirits & Tobacco

Hennessy opens new shop-in-shop at Changi Airport

By GTR Magazine Staff

The Hennessy shop-in-shop was opened in partnership with Lotte Duty Free and Changi Airport Group

Hennessy has opened its latest shop-in-shop concept at Singapore Changi Airport in partnership with Lotte Duty Free and Changi Airport Group.

The Hennessy shop-in-shop positions "Sense of Place" front and center, with the latest edition of the Hennessy X.O. The Spirit of Travel Collection. The collection has been created exclusively for travelers, paying tribute to five of the world's most beloved holiday destinations and encouraging travelers to discover — or re-discover — iconic features of Paris, Hainan, Macau, Hong Kong, and now, Singapore.

The Singapore Edition celebrates the first shipments of Hennessy to Singapore in 1893 and invites shoppers to escape to an island nation renowned for its refined lifestyle, vibrant city, and world-class parks. Well-known locations in Singapore such as the ArtScience Museum at the Marina Bay Sands resort and the Maritime Experiential Museum are featured on the limited-edition packaging.

The latest edition of the Hennessy X.O. The Spirit of Travel Collection

The Art of Gifting – an exclusive customization ritual for travelers – can also be discovered at the shop-in-shop, transforming a bottle of Hennessy XXO into a souvenir from Singapore.

The neck of the decanters can be customized and decorated with Singapore-theme charms featuring a combination of playful, locally inspired colored medallions and an engraving of the iconic Merlion. Plus, Sense of Place stickers showing the Marina Bay Sands hotel are available to add to travelers’ luggage for a distinct memory of their trip and Hennessy shop-in-shop visit. The full suite of bold, colorful accessories can also be turned into luggage tags stamped with the date of the first Hennessy shipments to the "Lion City."

Available during peak hours of the day to leverage shopper traffic, travelers can enjoy exclusive daily tastings of Hennessy V.S, Hennessy V.S.O.P, James Hennessy and Hennessy X.O served neat or on ice.

"The Hennessy Shop in Shop at Singapore Changi aims to recruit a new generation of travelers to the brand by blending Hennessy’s timeless craftsmanship and heritage with the captivating Spirit of Travel, leveraging the icons that make Singapore such a popular and world-class destination.

"The space is both intimate and engaging, tapping into an increasing demand for unique experiences and personalization in travel retail. We hope that our customers will take home a sense of our distinct craftsmanship and a memorable taste of Singapore while selecting Hennessy rare blends or enjoying an exclusive sampling of cognac during their shopping experience,” says Laurent Boidevezi, President at Moet Hennessy Asia Pacific, Travel Retail and Private Sales.

REGION Asia

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