The pop-up will be present until 25 February.

Pernod Ricard Global Travel Retail has partnered with Singapore Changi Airport and Lotte Duty Free Singapore to create a new GTR-exclusive Changi 1^st pop-up for Maison Martell’s Year of the Horse Limited Edition Collection.

Located in T3, the gallery-style installation is the first major showcase for Martell at Changi in over a decade. It is running from 9 January until 25 February.

Inspired by Chinese calligraphy ‘shūfǎ’ and the dynamic, equine works of renowned Chinese artist, He Datian, the activation features the same red, white, blue and gold of his custom-designed Martell Year of the Horse bottles and boxes.

Visitors are invited to taste the Martell Cordon Bleu and Martell Noblige Noir Year of the Horse limited editions, alongside a candy box containing dried fruits, hazelnut chocolate balls and peanut candy, to complement and enhance the cognac flavours.

Pernod Ricard celebrates the Year of the Horse

An interactive touchscreen allows shoppers to create a personalised Chinese New Year wish card using the same dramatic brush strokes that feature on the He Datian-designed range.

After adding a selfie and a horse motif from the limited-edition portfolio, consumers then receive a tailored product recommendation and either a digital or printed wish card to take home. Goodwill messages can also be posted onto a giant wish board for others to read and add to.

Finally, purchases from the Martell Year of the Horse collection are accompanied by a selection of GWPs including exclusive gift bags, red money packets, calligraphy kits or a trolley bag.

Pictured l-r: Chandra Mahtani, Senior Vice President, Airside Planning & Leasing, T5 Commercial Planning, Changi Airport Group; Eloy Gonzalez, Marketing Activation Director Pernod Ricard Travel Retail Asia; Bruce Ham Seok Min, Managing Director for Lotte Travel Retail Singapore.

Pernod Ricard Global Travel Retail VP Global Marketing Liya Zhang commented: “Research shows that Chinese duty free shoppers strongly value unique and exclusive products, with 54% prioritising purchases of travel retail exclusives versus a 47% global average.

“We also know that gifting is a principal reason for Chinese travellers to shop in airports, so it is a priority for Pernod Ricard GTR and Maison Martell to offer a personalised experience at this special time of year.

“For me, the breadth of choice is what makes this Year of the Horse collection so remarkable, with beautifully designed bottles at every price point within the Martell range, including three travel retail exclusives that can’t be found anywhere else.”

Inspired by Chinese calligraphy ‘shūfǎ’ and the works of Chinese artist He Datian, the activation features the same red, white, blue and gold of the custom-designed Martell Year of the Horse bottles and boxes.

Changi Airport Group Managing Director Airside Concessions Hung Jean noted: “We are pleased to usher in the Lunar New Year with this unique Martell pop-up in collaboration with Pernod Ricard Global Travel Retail and Lotte Duty Free.

“With its celebration of the art of cognac and calligraphy, this Changi 1^st experience brings together tradition and modern luxury, offering our shoppers a special opportunity to celebrate the Year of the Horse in style. It reflects Changi Airport’s commitment in creating memorable experiences that resonate with our travellers during this festive period.”

Lotte Duty Free Singapore Managing Director Bruce Ham Seok Min added: “The colours and calligraphy applied to this Changi pop-up represent a wonderful homage to Chinese traditions, whilst creating a distinct brand experience that I’m sure our passengers will find irresistibly compelling.

Shoppers can create a personalised Chinese wish card using an interactive touchscreen; goodwill messages can also be posted onto a giant wish board for others to read and add to.

“With our trained retail consultants on hand to guide people through this exclusive collection and a range of activities to engage and delight in, we are confident that Martell’s Year of the Horse will be a huge success. We wish all our partners and customers a prosperous New Year 恭喜发财 (Gōngxǐ fācái).”

In addition to Singapore, from January through March the Maison Martell Year of the Horse Limited Editions will be activated via a range of pop-ups and HPPs across key airports in China, Malaysia, Thailand, Japan, Taiwan and Sydney.

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