DFS introduces experiential whisky pop-up at Changi Airport

Travel retail and duty free brand DFS Group has launched its first ever pop-up bar experience to promote its fourth Whisky Festival.

Featured at Singapore Changi Airport terminal three, the bar comprises tastings and live jazz music, to give the feel of an exclusive ‘speakeasy’ and highlight the brand's premier selection of whiskies. Airport travellers can simply walk into the bar, which is designed to a deconstructed whisky barrel aesthetic, and sample many drams while listening to a live jazz singer.

“We know that whisky making is all about the barrel and aging process, so this was also our inspiration for the aesthetic of the campaign, using the idea of the deconstructed barrels in our visual displays and creative,” James Holloman, DFS vice president of category and retail marketing and branding, told Campaign Asia-Pacific. 

People trying the whisky vaporisers

To enhance the experience, DFS installed vaporisers that allow consumers to smell different types of whisky, from smoky to floral, to help inform their purchase decision, as well as guided interactive tastings. The bar also has a programme of whisky master blenders to help recommend the right whisky for purchasers.

A DFS spokesperson said that the vaporiser element is particularly helpful for people who are looking to purchase a gift but don’t drink the liquor themselves, helping engage a wider audience of airport travellers.

Asked why DFS had taken the decision to launch its first high-end experiential campaign, Holloman said the brand’s strongest value is providing “a world-class retail experience, so we are consistently innovating our customer experiences and creating unique and interesting ways of engaging our customers and driving traffic into our stores”.

“We are committed to elevating shopping experiences while entertaining our customers in a premium and exciting environment,” he added.

From Changi Airport, the bar moves to seven further DFS locations across Asia, the Middle East and North America.