February 9 2024  |  Spirits & Tobacco

​Penfolds new shop-in-shop at Changi Airport opens a new chapter in digital retail storytelling

By Laura Shirk

Incorporating innovative digital touchpoints, including the Penfolds Digital Sommelier program and personalized digital experiences, the store sets a new standard in the world of wine retail for global travel

Penfolds has unveiled its latest shop-in-shop at Changi Airport, Terminal 3, in partnership with Lotte Duty Free. Incorporating innovative digital touchpoints, including the Penfolds Digital Sommelier program and personalized digital experiences, the store sets a new standard in the world of wine retail for global travel.

At the center of the shop-in-shop is the first-ever Penfolds 3D screen, inviting travelers on a visually compelling journey through the "storied history" of the brand and the picturesque vineyards of Australia, providing an unprecedented and interactive way for shoppers to engage with the Penfolds legacy.

Building on its ‘Venture Beyond 2023’ campaign, the 3D video features a diver swimming towards viewers in a stunning display. Embodying Penfolds’ commitment to exploring uncharted territories in winemaking, the ‘Venture Beyond’ series is a testament to the brand’s pioneering spirit and its dedication to pushing the boundaries of what is known.

To bring the underwater theme to life, Penfolds collaborated with Australian interdisciplinary digital artist, Mikaela Stafford. Stafford’s artwork, vividly animated in the 3D video, creates an unparalleled sensory experience, encouraging visitors to explore the unknown.

Complementing the theme of marine exploration, a thematic gondola spotlights the 2023 gift collection, inspired by the deep sea. This versatile and dynamic element of the shop-in-shop evolves with each new launch, providing a canvas for evolving thematic displays, new launches and offerings.

The new Penfolds shop-in-shop has streamlined the wine selection process by integrating the Penfolds Digital Sommelier. First launched in Macau in June 2023, this user-friendly digital aide simplifies the complex world of wine, offering a personalized and educational wine selection experience. The Digital Sommelier analyzes individual taste preferences to recommend wines that resonate with each customer. This service ensures a bespoke and enriching experience, guiding shoppers through a curated selection of 34 Penfolds wines, including highly acclaimed offerings such as Grange, Bin 389, RWT Bin 798, Bin 407 and St. Henri.

At the center of the shop-in-shop is the first-ever Penfolds 3D screen, inviting travelers on a visually compelling journey through the history of the brand

Kristy Keyte, Chief Marketing Officer Penfolds, said, “The opening of our shop-in-shop at Lotte Duty Free Terminal 3 Departure Central Duplex Store represents a significant milestone for Penfolds as we embrace the digital frontier in the world of wine retail. We are thrilled to offer our customers an unparalleled blend of technology and artistry. In this age of digital transformation, our goal extends beyond just selling wine; we’ve created a Penfolds digital oasis to leverage the power of technology and craft an immersive and unforgettable Penfolds experience for travellers passing through one of the world’s most iconic airports.”

Jeff Jeong Soongyu, Managing Director, Lotte Duty Free Singapore added, “Lotte Duty Free’s collaboration with Penfolds on this exciting project has been a delight. The new shop-in-shop at our T3 Central Duplex Store is a clear reflection of Penfolds’ relentless pursuit of innovation and its commitment to delivering an exceptional wine shopping experience to our shoppers. Whether you are a seasoned wine connoisseur or new to the nuances of fine wine, the store is a destination for everyone.”

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