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Suntory creates experiential shop at Changi Airport
The House of Suntory has opened an experiential shop-in-shop boutique at Singapore’s Changi Airport Terminal 4.
In partnership with Changi Airport Group (CAG) and Lotte Duty Free Singapore, the spirits company has opened the 30-square-metre boutique in the main departures area in Terminal 4.
This latest opening follows on from The House of Suntory’s first shop-in-shop boutique in the travel retail channel, which made its debut earlier this year within Lotte Duty Free’s refurbished central duplex store in Changi Terminal 3.
“Travel retail is a vital brand-building channel for the group,” noted Suntory Global Spirits managing director global travel retail, Ashish Gandham. “I am delighted to further expand our presence at such a key airport location, in partnership with CAG and Lotte Duty Free.”
Inspired by the beauty of Japan’s natural world, and ‘elevated’ by Japanese craftsmanship, the new shop-in-shop is designed to offer a ‘luminous gateway’ into The House of Suntory universe. Designed to act as a ‘portal’, the boutique aims to invite travellers on an ‘experiential sensory journey’, which has been crafted to foster a ‘deep and lasting connection’ with the brand and its portfolio.
Gandham added: “This beautiful boutique is another perfect showcase for The House of Suntory’s exceptional portfolio of spirits, and exemplifies our commitment to delivering high quality innovation and rich experiences for our customers.”
The shop-in-shop showcases the full range of Suntory’s whiskies from Yamazaki, Hakushu and Hibiki, and complemented by a strong focus on other craft spirits by the producer, such as AO, Toki, Roku Gin and Haku Vodka.
Lotte Duty Free Singapore’s managing director Jeff Jeong Soongyu commented: “The high-end Japanese whisky category continues to perform positively, and this new shop-in-shop boutique will allow Lotte to further strengthen its offering and leverage demand.
“We understand that our discerning customers seek innovation and memorable experiences when they travel. This specialised boutique diversifies Lotte’s product selection and enhances the premium shopping journey for travellers.”
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