has opened the first Martell Experience Boutique
in partnership with liquor and tobacco retailer Sky Connection at Hong Kong International airport (HKIA) terminal one's arrivals area. The main attraction of the boutique is the Martell Discovery Table, where consumers see tasting notes for each Martell cognac and eaux-de-vie blend. Pernod made a commitment to the boutique at HKIA for three years, and is looking to roll it out to other airports.
This venture follows a successful run of a pop-up boutique of a different design at the Pavilion Kuala Lumpur last January and February.
Lord knows, airports are places for business travelers to kill time. And there is mounting interest in turning retail space into more experiential brand boutiques, rather than just kissing off all that time travelers have to the VIP clubs run by the airlines. Visitors can delve into the production methods of the cognac and history of the brand via videos. Passengers can take advantage of the brand's bottle engraving services dedicated to the L'Or de Jean Martell decanters and obtain assistance from Martell brand specialists.
Speaking at the grand opening, Sky Connection CEO Baker Salleh said: "What you see here today is actually the cooperation and culmination of a very successful and visionary investment in terms of duty free shops. As you can see across the way, there's a very standard duty free shop where we try to cater to the maximum number of passengers, but on this side you see the epitome of a luxury boutique.