Penfolds Changi shop-in-shop a ‘new chapter’ in digital wine retail

By Kristiane Sherry |

Penfolds Changi

Penfolds has entered a ‘new chapter’ with its digital concept at a Changi pop-up.

Australian wine brand Penfolds has opened a shop-in-shop at Changi Airport, said to set a new standard for the category in travel retail.

Located in Terminal 3 and opened in partnership with Lotte, the space features Penfolds’ first 3D screen.

The tech invites travellers on a visual journey through the brand’s history and its vineyards, offering an “unprecedented” way to interact with the brand.

A diver is pictured swimming towards viewers, said to represent Penfolds’ commitment to exploring uncharted territories in winemaking.

Part of the Venture Beyond 2023 campaign, the brand partnered with interdisciplinary artist Mikaela Stafford for the screen visuals. 

Also in store, a thematic gondola spotlights gifting collections inspired by the deep sea. It was built to be versatile and serve as a canvas for evolving displays to support launches. 

The shop-in-shop is supported with the integration of a digital sommelier, first launched in Macau in June 2023.

Described as a user-friendly digital aid, Penfolds Digital Sommelier offers a personalised, educational wine experience. Taste preferences are analysed to recommend wines that will resonate with each customer in a “bespoke and enriching” experience.

Offerings to be recommended include Grange, Bin 389, RWT Bin 798, Bin 407 and St. Henri. 

Penfolds at Changi: ‘Unparalleled’ artistry

“The opening of our shop-in-shop at Lotte Duty Free Terminal 3 Departure Central Duplex Store represents a significant milestone for Penfolds as we embrace the digital frontier in the world of wine retail,” said Kristy Keyte, Chief Marketing Officer at Penfolds.

Penfolds Changi 1

The Penfolds pop-up at Changi embraces the Beyond Venture undersea theme 

“We are thrilled to offer our customers an unparalleled blend of technology and artistry. In this age of digital transformation, our goal extends beyond just selling wine; we’ve created a Penfolds digital oasis to leverage the power of technology and craft an immersive and unforgettable Penfolds experience for travellers passing through one of the world’s most iconic airports.” 

Jeff Jeong Soongyu, Managing Director, Lotte Duty Free Singapore, added: “Lotte Duty Free’s collaboration with  Penfolds on this exciting project has been a delight. 

“The new shop-in-shop at our T3 Central Duplex Store is a clear  reflection of Penfolds’ relentless pursuit of innovation and its commitment to delivering an exceptional wine shopping experience to our shoppers. 

“Whether you are a seasoned wine connoisseur or new to the nuances of fine wine, the  store is a destination for everyone.” 

Last year, Penfolds partnered with Heinemann Australia to take its Venture Beyond 2023 concept to Sydney Airport T1 Departures.


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