The luxury spirits maker is inviting visitors to the Singapore airport to discover its brand in an immersive sensory activation

The latest retail development from Singapore's Changi Airport is a feast for the senses. Cognac and spirits brand Louis XIII opened its first pop-up boutique in one of the terminals, focusing on engaging travelers in an activation that employs taste, smell and sight.

The product of a collaboration between Louis XIII and Hong Kong-based luxury travel retailer DFS Group, the pop-up, which opened earlier this month, is as rich as the drink itself. The space features a sensory experience, dubbed Le Cloud, which creates an aromatic aura of Cognac. Standing in the center of the boutique is a large wooden barrel. At 200 years old, it once was used to age Cognac and has since been shipped to various boutiques.

Shoppers can also interact with the Cognac's aging process through the Century Wheel, a lit-up circle of light that shows a spectrum of Cognac shades. To top it all off, visitors have a chance to take a peek an artifact library and brand history wall to learn more about the company. The pop-up boutique is open until November 13.

Louis XIII


Lead image: Cody Chan/Unsplash

The latest retail development from Singapore's Changi Airport is a feast for the senses. Cognac and spirits brand Louis XIII opened its first pop-up boutique in one of the terminals, focusing on engaging travelers in an activation that employs taste, smell and sight.

The product of a collaboration between Louis XIII and Hong Kong-based luxury travel retailer DFS Group, the pop-up, which opened earlier this month, is as rich as the drink itself. The space features a sensory experience, dubbed Le Cloud, which creates an aromatic aura of Cognac. Standing in the center of the boutique is a large wooden barrel. At 200 years old, it once was used to age Cognac and has since been shipped to various boutiques.