February 22 2024  |  Spirits & Tobacco

Penfolds and Heinemann Australia unveil new Grange by NIGO at Sydney Airport

By Laura Shirk

Penfold's Grange by NIGO launches at Sydney Airport with Heinemann Australia

Leading wine brand Penfolds has partnered with Heinemann Australia to launch a Grange by NIGO collectable release at Sydney Airport.

The limited release, reimagined by Nigo, Creative Director of Human Made and Kenzo Artistic Director, marks the first-ever design takeover for the Penfolds flagship wine. The range will next launch at Copenhagen Airport, also in partnership with Heinemann.

Timed to coincide with Penfolds 180th anniversary, the launch at Sydney Airport aims to go beyond a traditional retail experience, “transforming it into an urban gallery”. The presentation sees the numbered Grange by NIGO gift box designs featured in mesh displays, inviting travelers to admire each one as a work of art. This ‘urban gallery’ is described as “not just an exhibition, but an immersive journey that blends the experience of discovering fine wine with the enjoyment of contemporary art”.

A second Grange by NIGO pop-up will be situated within GATEZERO, allowing travelers to fully experience the launch within the airport.

Penfolds claims an eye-catching presence at Sydney Airport with its new Grange by NIGO release

Inspired by his first visit to Penfolds Magill Estate Winery (South Australia) in 2022, and his time with the Penfolds team reviewing archive material from Penfolds history, Nigo has re-imagined the packaging design of Grange for this one-off series.

The Grange by NIGO release includes collectable 750ml (1,500 available, with a RRP of AUD$1,350/US$884) and 1.5L (150 available, RRP AUD$3,100/US$2,030) gift boxes to house the 2019 Grange. Each box is individually numbered and includes a bandana and bottle neck tag designed by Nigo, plus an authenticity certificate. The design approach pays tribute to Grange in Nigo’s signature style, featuring a bold grape graphic and Penfolds logo, reimagined through Human Made’s iconic typography.

Penfolds Grange is the most powerful expression of Penfolds House Style. With an unbroken line of vintages since 1951, the South Australian heritage icon continues to be one of the world’s most collected wines. The Grange by NIGO limited edition heroes the current 2019 vintage of Grange, made from the very highest quality Shiraz grapes from vineyards across South Australia.

Kristy Keyte, Penfolds Chief Marketing Officer, said, “The Grange by NIGO release marks a significant milestone for Penfolds as we commemorate our 180th anniversary. The Sydney Airport execution in collaboration with Heinemann offers travelers a unique experience to connect with our brand and creative partners, enhancing our global presence and further solidifying our reputation among discerning travellers as a pioneer in the world of fine wine in global travel.”

According to Keyte, the collaboration with Nigo has been inspired by Penfolds’ history of pushing boundaries in winemaking, “and now we expand this to exploration of new creative ideas”.

“As a collector, Nigo understands the reputation of Grange and its legacy. He was able to create a limited-edition approach that is both playful and fresh while remaining respectful to the history of the wine. We have never done this before, and the result is brave and refreshing.”

Ranjith Menon, Director of Purchasing (Beauty and Liquor, Tobacco & Confectionery) at Heinemann Asia Pacific, added, “It has been a delight collaborating with Penfolds to unveil the Grange by NIGO series at Sydney Airport. This launch enhances our travel retail wine offering through innovative and exclusive products for international travelers. This collaboration reinforces Heinemann’s position as a leading destination for luxury and unique finds and quintessentially Australian brands and redefines expectations for wine retail in the travel space.”

Together with the Grange by NIGO limited edition pack, Nigo also designed a silk rug for this series. With only 25 rugs available globally, the design heroes a silk dyed purple grape design to mirror that of the wine’s secondary pack. Each 2.5m x 2.5m rug is handwoven by artisans in Nepal, who spent two months making each piece. The Grange by NIGO rugs are available globally via expressions of interest at SPACE Furniture and www.penfolds.com within Australia from Thursday February 22, with a RRP of AUD$10,000 each (US$6,548).

Future projects between Penfolds and Nigo will be announced later in 2024.

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