June 12 2024  |  Industry News

Penfolds partners with Gebr. Heinemann to launch Grange by NIGO at Copenhagen Airport

By Wendy Morley

According to Penfolds, its collaboration with NIGO has taken the brand to the next level

Penfolds has introduced its ongoing collaboration with NIGO, the visionary Creative Director of Human Made, to Copenhagen.

The partnership continues with the European travel premiere of the celebrated Grange by NIGO collectable at Copenhagen Airport, following its successful debut at Sydney International Airport earlier this year. Introduced with Gebr. Heinemann, the launch sets the stage for further expansion. In the coming months, Penfolds will also introduce One by Penfolds, a collection of multi-country-of-origin wines designed in partnership with NIGO, in key global travel locations outside of China for the first time, including Copenhagen.

Released in Penfolds 180th anniversary year, the Grange by NIGO collaboration marries luxury design with traditional winemaking, transforming the perception and experience of wine in global travel. Travelers can discover Grange by NIGO at GATEZERO, the concept store which invites visitors to explore an innovative take on the travel retail experience at Copenhagen Airport. The limited edition gift box collectibles are showcased in sleek mesh displays, against a backdrop of striking red and white shelving. Enhancing the theme of global transit, a conveyor belt at the base of the display adds a dynamic element. The showcase at GATEZERO is completed by a promotional pillar takeover in Copenhagen Airport that reinterprets the urban gallery retail experience that premiered in Sydney Airport earlier this year.

Penfolds Grange by NIGO makes its debut with Gebr. Heinemann

Grange by NIGO marks Penfolds first designer reinterpretation of its signature wine. Each gift box bears the unmistakable style of NIGO, with vibrant, bold grape graphics and a reimagined Penfolds logo in the iconic Human Made typography. Each collector’s item is individually numbered and comes with a NIGO-designed bandana, bottle neck tag and certificate of authenticity.

Michael Jackson, Global Director – Global Travel at Penfolds, commented: “Penfolds goes beyond a winemaking name; we are a leader that dares to challenge the status quo in the wine domain. Our collaboration with NIGO has taken our brand to the next level, bringing together the worlds of winemaking and luxury design. As we continue to strengthen our global travel presence, partnerships like these are essential for reinforcing our status as a global luxury icon.”

According to Jackson, culturally driven experiences are “key to propelling Penfolds forward and transcending the traditional wine category”. “Younger generations are at the forefront of setting trends and shaping markets. It’s crucial that we engage with them through the realms of fashion, design, and travel. This launch focuses on cultural relevance, aiming to connect with this influential demographic by integrating culture-led experiences into our offerings. We are grateful for our fruitful collaboration with Gebr. Heinemann, with whom we share a vision for premiumization. Together, we are committed to setting a new standard for luxury and innovation in the wine category.”

In other Penfolds NIGO news, the availability of the One by Penfolds range within global travel is set to expand in a partnership with Gebr. Heinemann later this year. One by Penfolds is NIGO’s debut Penfolds project, and its accompanying apparel line (a collection of jackets and t-shirts) sold out globally within 90 minutes. “The overwhelming response serves as a resounding endorsement of the magnetic appeal synonymous with Penfolds innovative partnerships,” the company said.

One by Penfolds is a collection of wines that celebrates what makes people unique, but also the things that bring people together, as represented by the winemaking regions from where the range is made around the world. Using his signature style, NIGO designed four animal motifs which feature on the wine labels – a crocodile, rooster, bear and panda (China exclusive) to represent the winemaking regions where the wines are sourced: Australia, France, America and China respectively. More information on the One by Penfolds Global Travel launch will be shared soon.

Ruediger Stelkens, Director Purchasing Liquor, Tobacco and Confectionery at Gebr. Heinemann, commented, “The collaboration between Penfolds and NIGO is shaping a new era of customer engagement in global travel. Innovation drives footfall, and this phenomenal partnership is set to transform the wine shopping experience by drawing travelers with a truly unique offering. It’s an honor to be a part of Penfolds 180-year milestone celebrations with these activations and we are excited to witness the traveler response unfold.”

NIGO has been at the forefront of culture, establishing himself as a global icon and cultural pioneer. As the Creative Director of Human Made and Artistic Director of Kenzo, NIGO is known for his innovative and future-thinking vision. Future projects between Penfolds and NIGO will be announced later this year. 

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