Hennessy unveils X.O pop-up at Changi Airport

Luxury cognac brand Hennessy has partnered with Changi Airport and travel retailer DFS Group to launch an X.O pop-up store at Changi Airport.

Located in Terminal 1’s departure transit hall, the pop up the airport’s biggest yet, spread across 150sqm.

Hennessy says the pop-up is aimed at continuing the momentum from the latest X.O campaign launch and delivering a “multisensorial, interactive and immersive experience”.

It offers a space to explore the ‘Seven Worlds’ of Hennessy X.O including the Sweet Notes, Rising Heat, Spicy Edge, Flowing Flame, Chocolate Lull, Wood Crunches and Infinite Echo, which are brought to life in a short film directed by Ridley Scott.

Interactive installations such as digital kiosks with motion-sensing activity, give visitors an opportunity to create content such as becoming the character of the Wood Crunches. Visitors can also enjoy a sip of Hennessy X.O at the custom-built tasting bar, as well as experience food pairings in the form of spiced marshmallows dipped in dark chocolate and honey cinnamon lollipops.

“At Hennessy, we recognize that travel retail goes well beyond being a key commercial channel. It’s an amazing platform to build brand desirability in front of affluent and worldly consumers,” says Laurent Boidevezi, Hennessy’s global travel retail president.

The pop-up is open daily from 7am to midnight until February and will retail Hennessy’s carafes with limited-edition sleeves. The packaging features the chapters for Flowing Flame, which is exclusive for Changi Airport, and Rising Heat, which is APAC exclusive for travel retail.

Hennessy, together with luxury fashion brand Louis Vuitton, is owned by French conglomerate LVMH Group.