Martell's Airport Spirits Store Promises an 'Art de Vivre' Experience
Laura McQuarrie — May 9, 2015 — Marketing
References: martell & thespiritsbusiness
For a limited time, travelers passing through the Hong Kong International Airport will be able to visit a spirits store from cognac brand Martell. Rather than being a run-of-the-mill shop, this pop-up space is devoted to creating "immersive sensory experiences," as part of a collaboration with handmade luxury chocolate brand Aelia.
Consumers will be able to engage all of their senses with experiences like cognac and chocolate pairings and discovery stations for delving into the history of the brand. The brand's origins are also communicated through retail design, taking inspiration from Premier Voyage oak casks. Further celebration of the brand's rich history also means that four vintage limited edition varieties of Martell will also be available for purchase at the shop.
Consumers will be able to engage all of their senses with experiences like cognac and chocolate pairings and discovery stations for delving into the history of the brand. The brand's origins are also communicated through retail design, taking inspiration from Premier Voyage oak casks. Further celebration of the brand's rich history also means that four vintage limited edition varieties of Martell will also be available for purchase at the shop.
Trend Themes
1. Multi-sensory Retail - The trend of multi-sensory retail is on the rise, providing opportunities for brands to create immersive experiences and engage consumers in a unique way.
2. Collaborative Pop-up Stores - Collaborative pop-up stores are becoming a popular way for brands to showcase their products in new and innovative ways, creating opportunities for cross-promotion and increased exposure.
3. History-based Branding - History-based branding is a growing trend in retail, providing opportunities for brands to connect with consumers on a deeper level by sharing their unique story and heritage.
Industry Implications
1. Alcohol Retail - The alcohol retail industry can utilize multi-sensory experiences to create brand differentiation and engage consumers in a memorable way, as seen in Martell's airport spirits store.
2. Luxury Retail - Luxury retail brands can leverage the trend of collaborative pop-up stores to create unique experiences and partnerships with other luxury brands, driving increased interest and sales.
3. Chocolate Industry - The chocolate industry can benefit from partnering with alcohol brands to create new and innovative flavor pairings, as demonstrated in the collaboration between Martell and handmade luxury chocolate brand Aelia.
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