Diageo and DFS Group have launched a Johnnie
Walker House retail showcase in the leading travel retailer’s new Wines & Spirits
flagship store at Singapore Changi airport. This is the seventh addition to the liquor firm's expanding international network of whisky embassies and the first in southeast
Asia, following the success of the flagships in Shanghai, Beijing, Seoul and
Chengdu, as well as travel retail theatres in Taipei and Mumbai airports.
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| Johnnie Walker House at Singapore Changi airport |
Strategic location
“With global airport sales growing by more than 12% every
year since 2009, and the strategic location of Singapore Changi airport as a
travel hub, Johnnie Walker House Singapore is set to be a game-changer for the
luxury spirits segment,” said Doug Bagley, managing director of Diageo Global
Travel and Middle East. “We combine our revolutionary hospitality concept with
our successful travel retail model, providing an enticing experience to modern
luxury consumers during the golden hour before they board.”
The design of the Singapore outlet in Terminal 3 is
inspired by the combination of two elements. The first draws from the rich,
progressive travel heritage of epic ocean voyages that took Johnnie Walker from
the four corners of Scotland to the four corners of the world, making it the
world’s first global brands. The second
is the custom in luxury retail of using trunk shows to provide tailored,
exclusive experiences to valued clients.
Brooke Supernaw, DFS Group’s senior vice president,
Global Merchandising – Spirits, Wine, and Tobacco, said: “Our long partnership
with Diageo has been instrumental in creating the ultimate destination for the
best in wines, spirits and tobacco at Changi airport. It is our shared vision
to bring personalised and unique shopping experiences to the traveller.”
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| Johnnie Walker House Singapore's whisky constellation wall |
Tactile in-store environment
When travellers step into the Johnnie Walker House in Singapore,
they are transported into a retail theatre of a large-scale luxury steamer
trunk. The tactile environment of leather, copper, marble, bronze, wood and
steel finishing help bring to life the history, provenance and pioneering spirit
of Johnnie Walker.
In addition, a multi-sensory retail setting, complete
with a signature scent ambience emitting the six flavour characteristics of Blue
Label, instantly transport travellers to the Scottish Highlands. Also on offer
are exclusive “theatrical mentoring” sessions, which are immersions in the
brand and products, led by brand ambassadors; a tasting bar where people can
enjoy whiskies from the brand’s Super Deluxe portfolio; and a whisky
constellation wall dedicated to the art of blending.
To mark the opening, a limited-edition Blue Label will be
exclusively available at Changi airport. The ivory-coloured bottle features the
landscape of Scotland and the skyline of Singapore in the brand’s hallmark willow
design. The collectible was illustrated by Dawn Ng and pictorially depicts the
historic journey of Johnnie Walker from Scotland to Singapore – from the time John
Walker & Sons was established in 1820, in Kilmarnock, to 1885, when Johnnie
Walker whiskies had made their way to Singapore.
For the first time in southeast Asia and Singapore, Johnnie
Walker House Exclusive Collections will be available at retail. They include: John
Walker & Sons Master Blenders Collection, Johnnie Walker Epic Dates
Collection, Johnnie Walker House Five Gods Of Wealth Series Limited Edition,
and Johnnie Walker House Zodiac Collection.
