Prepare for a travel retail Revelation – 07/02/08
Published: 07/02/08
Source: ©The Moodie Report
By Martin Moodie
INTERNATIONAL. Tonight (Thursday) sees the introduction of Bombay Sapphire Revelation, an ultra-luxury project unprecedented in the travel retail channel.
As reported, Revelation consists of five handmade crystal bottles individually decorated with diamonds and sapphires, and priced at US$200,000 each.
Revelation will be launched at five major international airport locations – starting with London Heathrow Airport (via World Duty Free) around 27 March to coincide with the opening of the new Terminal 5 and subsequently New York JFK Terminal 4 (DFS Group), Dubai International (Dubai Duty Free), Singapore Changi (DFS Group) and Sydney (The Nuance Group).
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Five bottles, five airports, five Revelations - a project unprecedented in the travel retail channel
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Three leading names in luxury and design – crystal maker Baccarat, Garrard the jeweller and hot design talent Karim Rashid – have joined forces to create the luxury project for the Bacardi-owned super-premium gin.
Revelation will be unveiled tonight at the headquarters of Garrard, said to be the world’s oldest jeweller.
A charity prize draw will be held during the evening to win a Garrard sapphire necklace.
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The luxury worlds of crystal, jewellery, design - and super-premium gin - converge with Revelation
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One Revelation bottle will be exhibited at each of the five international airports for two to three months before being securely transported to its new owner anywhere in the world.
In a fantastic initiative from brand owner Bacardi, profits from Revelation will benefit ‘Travel Retail Smiles’ the dedicated channel-specific campaign raising monies for children’s cleft charity The Smile Train (
www.SmileTrain.org), which provides life-enhancing surgery to children all over the world, especially in emergent markets.
‘Travel Retail Smiles’ continues the fund-raising work on behalf of The Smile Train begun by The Moodie Report and Hugo Boss in 2006 and 2007 that culminated in a major charity dinner on 5 October, 2007 in Hong Kong that raised around US$340,000. For images of that dinner click
here.
[Note: The Moodie Report is thrilled that The Smile Train, a charity close to our heart, has been chosen as the beneficiary. We plan to be on location at each launch to document this amazing project and bring immediate coverage to a worldwide audience.]
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Artists' renderings of the displays at Dubai Duty Free's store at Dubai International Airport and (right) at Singapore Changi Airport with DFS Group underline both the luxury and the ambition of the project which will go live in late March
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Bombay Sapphire Revelation will also be unveiled via spectacular luxury displays at New York JFK Airport T4 in the US by DFS Group (left) and by The Nuance Group at Sydney Airport in Australia (right)
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MORE COVERAGE OF BOMBAY SAPPHIRE REVELATION
Landmark travel retail moment as Bombay Sapphire prepares to unveil a US$200,000 Revelation; The Smile Train cleft charity to benefit - 31/01/08
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