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Glenmorangie Wonder Boutique opens in China
China Duty Free Group and Moët Hennessy Travel Retail have partnered to create a new Glenmorangie store in Haikou International Duty-Free Shopping Complex.
The boutique sits within the Malt & More Museum and will deliver ‘an unparalleled blend of whisky craftsmanship, immersive interactions, and digital engagement’.
Crafted from oak and adorned in the brand’s signature orange hue, the 41-square-metre space’s design features a replica of Glenmorangie’s giraffe-height copper stills, which the brand claims are the tallest in Scotland.
One of the immersive experiences at the boutique is the Glenmorangie Wonder Machine, which aims to resemble a ‘wondrous factory promising to spark the imaginations of whisky lovers old and new’.
The machine uses physical and digital technologies, with users selecting their whisky personality through a touchpad designed like a still to be matched with their perfect expression.
Users can choose from six scents created by Glenmorangie’s master blender Gillian Macdonald and perfumer Johanna Monange, as well as exploring six soundscapes that allegedly reflect the character of different whiskies, such as tropical island sounds for Glenmorangie 19 Years Old or campfire crackles for Glenmorangie Tribute.
With an expression chosen, users can then head to the boutique bar to try it out.
The space also features a dedicated ‘selfie spot’ with a life-sized giraffe statue.
The boutique will stock a range of rare and exclusive whiskies, including the Glenmorangie A Tale Of series and the Ardbeg Anthology collection.
For the boutique’s soft launch, travellers can experience exclusive tasting experiences, including an Ardbeg-infused ice cream.
Earlier this year, Glenmorangie created a trio presentation set that explored wine regions.
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