Hennessy takes the Fire Horse to Changi Airport
LVMH-owned Hennessy Cognac has created a Lunar New Year pop-up at Singapore Changi Airport in collaboration with travel retailer Lotte Duty Free.
Hosted in Terminal 1, the pop-up is the brand’s largest Lunar New Year activation in global travel retail this year.
The immersive activation features a ‘bold’ sculptural horse alongside multi-sensory elements.
At the heart of the activation is the Hennessy Year of the Fire Horse collection, with bottles featuring a ‘dynamic interpretation’ of the zodiac animal.
The pop-up is intended to create ‘meaningful’ cultural moments during one of Asia’s most important periods of the year.
Hennessy will also offer a tasting and mixology programme in Terminal 1. Cocktails on tap include a Hennessy VSOP Ginger and a Hennessy XO Espresso Martini.
Customers can also sample the Cognacs neat and on ice, complemented by food pairings inspired by local flavours, including hae bee hiam cookies.
There is also a ‘reaction’ game, with the chance to win a 50ml Hennessy XO miniature.
Other elements of the pop-up include a photo opportunity with the horse centrepiece and a selection of festive gifts available with purchase, including Hennessy red packets and a horse stopper and glass set.
Launch event
Hennessy held a dedicated media and partner event on 22 January, hosting Charles Delapalme, the brand’s president and CEO; Nicolas Gilardenghi, Moët Hennessy’s managing director of global travel retail; and senior representatives from Changi Airport Group, Lotte Singapore and Moët Hennessy Travel Retail.
At the ceremony, the horse sculpture was lit, followed by a toast and a traditional lion dance.
The pop-up at Singapore Changi Airport Terminal 1 will run throughout the Lunar New Year travel period.
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