Travel Retail and Duty Free Business Intelligence    Tuesday 21 October 2014

SPIRITS AND WINES

DFS Changi in exclusive world first with Absolut Denim launch

Published: 05/03/13

Source: ©The Moodie Report

By Melody Ng, Asia Bureau Chief

Hover over the image to view Absolut Denim in detail through The Moodie Magnifier
DFS, in partnership with Changi Airport Group and Pernod Ricard Asia Duty Free, has launched the new Absolut Denim in an exclusive world first.

The limited edition travel retail exclusive gift pack from Absolut was launched today at DFS store locations across Changi Airport’s Departure and Arrival halls. It will be exclusive to Changi for the month of March, before rolling out in selected international airports worldwide. It will be on-shelf through July 2013.

Absolut Denim - presented in our unique Moodie Magnifier (right) - is the result of a collaboration with celebrated Brooklyn-based denim designer Loren Cronk, well known in the street fashion scene. For the project, Cronk designed a form-fitting denim bottle skin.

The world launch at Changi Airport features an in-store installation with interactive components such as the ‘Backwards Bar’, which grants passengers access to the DFS Mix-It bar to create Absolut cocktails.

From 24 to 30 April a tailor will also be on-site to craft bespoke denim skins for the bottle for customers, accompanied by an Absolut mixologist. A film featuring an interview with Cronk and mixologists showing their skills, as well as footage from the streets of Brooklyn and the Loren Cronk flagship store, will also be screened during the campaign.

The highlight of the promotion period is an in-store appearance by Loren Cronk at Changi Airport.

DFS Group Managing Director, Asia South Craig McKenna commented: "This is an excellent collaboration between Absolut, Changi Airport and DFS – to be the world's first to launch the Absolut Denim. This is in line with our positioning as a company to always offer customers the latest products and most unique experiences in the market. We hope that patrons will enjoy the ingenuity of Absolut Denim and exciting activities happening at DFS Changi Airport."