October 16 2024  |  Spirits & Tobacco

Penfolds unveils Holiday Designed by NIGO collection

By Laura Shirk


Penfolds' Holiday Designed by NIGO in an eye-catching display at Melbourne Airport

Penfolds has unveiled its 2024 festive season collection with the release of Holiday Designed by NIGO.

The collectable series will be available for a limited time in global travel retail and includes four giftboxes designed by Penfolds Creative Partner, NIGO. To celebrate the launch, festive Penfolds activations will take place at major travel hubs across Australia and China, showcasing vibrant displays and engaging experiences for travelers during the holiday season.

Penfolds Holiday Collection is inspired by NIGO’s interpretation of the graphic checkered pattern found in traditional Asian textiles. A symbol of eternity and prosperity, the two-tone square pattern repeats horizontally and vertically across all Penfolds holiday giftboxes.


Penfolds first announced NIGO as its Creative Partner in June 2023

NIGO’s designs are showcased across a collectable suite of festive giftboxes, designed in four limited colors, Red, Green, Blue and Black:

• Penfolds Bin 389 Cabernet Shiraz: A holiday interpretation of Penfolds ‘Baby Grange’ in a striking ‘Penfolds Red’ design. The hero of the Holiday Collection, the Bin 389 giftbox includes a playful puffy ‘pillow’ texture effect to further bring the design to life.

• Penfolds Bin 311 Chardonnay: One of two cylinder shaped gift boxes, Bin 311 is encased in a festive green pattern.

• Penfolds Bin 28 Shiraz: A striking blue cylinder gift box with gold foil embellishments.

• Penfolds Max’s (Shiraz, Cabernet Sauvignon, Shiraz Cabernet): A bold and distinctive black checkered pattern across three Penfolds Max’s red wines.

Michael Jackson, Global Director Global Travel at Penfolds, commented, “Gifting is a cornerstone of global travel, especially during the festive season. Within gifting, wine is the number one gifted alcohol category globally and we see this most clearly in key markets like China, UK and Australia. This presents a clear opportunity for Penfolds. Our Holiday Designed by NIGO collection builds on this culture of gifting by blending art, style, and luxury to offer a fresh and globally relevant Penfolds experience. This collection transcends wine enthusiasts, offering a refined and unforgettable gift for anyone looking to celebrate the season with something extraordinary.”


Penfolds Holiday Designed by NIGO immerses travelers in a colorful festive environment

The collection arrives in global travel with exclusive activations at Melbourne Airport and Hainan Tourism Duty Free this month (October), transforming duty-free shopping into a gifting experience that blends fine wine, art, and luxury. Through decorative displays, interactive experiences, and a celebratory atmosphere, Penfolds Holiday Designed by NIGO immerses travelers in a festive environment, capturing the joy and excitement of giving.

In Hainan, the experience features an open layout, with four display zones and a tasting area, inviting guests to explore and indulge in the limited edition collection. NIGO’s eye-catching design takes centre stage, while in Melbourne, the pop-up embraces a sleek, modern aesthetic with a prominent display screen, drawing travellers in to discover the holiday collection.

Annie Ren, General Manager, Hainan Tourism Duty Free, said, “We are proud to be the first in Asia to host Penfolds exclusive pop-up in collaboration with NIGO. This partnership reflects our commitment to offering our customers unique and premium experiences. The collection’s contemporary design and innovative spirit are especially appealing to young consumers who value creativity and luxury. We welcome travellers to Hainan to explore this exclusive range in our store, and we are confident it will be one of the highlights of the holiday season.”

Stephen Timms, CEO, Lotte Duty Free Oceania, added, “At Lotte, we are focused on elevating the travel retail experience. This collaboration between NIGO and Penfolds in Melbourne blends art, culture, and luxury for our travellers. Penfolds has always pushed the boundaries in the wine category, and this collection is no exception. It offers travellers the chance to engage with something truly special, well beyond the traditional duty-free shopping experience.”

In addition to the core Holiday Collection, NIGO also designed four wrapping cloths that complement the colorways of the giftboxes and are available for purchase separately at select outlets.

Creative Director of Human Made and Artistic Director of KENZO, NIGO is a globally renowned cultural pioneer who constantly raises the bar and challenges perspectives with his bold designs. On his third project with Penfolds, NIGO said, “It was very important to me to incorporate my culture into this holiday collection. Integrating the checkered design and Furoshiki was a clear way for me to honor that. With this Furoshiki, I hope collectors can wrap, gift, and share their Penfolds wines this holiday season.”

Penfolds first announced NIGO as its Creative Partner in June 2023, with the global release of One by Penfolds. This was closely followed by the launch of Grange by NIGO (the first takeover of Penfolds flagship red wine) in February 2024.

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