DFS conveys a sense of wonder at Changi Airport

The following two tabs change content below.
Martin Moodie
Martin Moodie is the Founder & Chairman of The Moodie Report.

dfs_wine_seller

Talk about the perfect way to raise your average transaction value…

Meet Jenny Tan of DFS Group, who earlier this week  sold a DFS-exclusive range of 28 vintages of Château Mouton Rothschild, the great First Growth Bordeaux, to a single passenger.

Expect Jenny to make many more spectacular sales. For that First Growth offer is just one component of an astounding range of luxury wines & spirits presented on the upper level of DFS’s stunning new duplex liquor & tobacco store at Changi Airport T3, which I visited earlier this week.

dfs_changi_t3_duplex_may15_2

This store is quite simply an industry game changer, offering a radical yet refined new dimension in terms of how fine wines & spirits are presented (actually, I prefer the DFS term ‘curated’) in an airport retail environment.

In its press release earlier this month announcing the opening, DFS said the duplex store “redefines the airport shopping experience”. CEO Philippe Schaus noted: “We wanted to offer Singapore, the most renowned travel destination in South East Asia with the most modern airport, a wines & spirits store of a quality and richness unlike anywhere else in the world.”

dfs_changi_t3_duplex_may15_1

Believe me, all the hype is justified. And then some. The interior of the store feels like a combination of a Michelin-star restaurant, a private club and a traditional cellar, all in one. It’s gorgeous, entrancing, thrilling.

dfs_external

The store was designed by Masamichi Katayama, a renowned interior designer and founder of the aptly named design firm Wonderwall. There is certainly plenty of wonder here, from the double-height atrium measuring eight metres high, to the dramatic centrepiece (below) above the tasting bar that lights up the whole store like a giant white toadstool. The double-decker wall of fine wines & spirits, housing 998 bottles, may just be the most impressive vista that I have seen in nearly 30 years of monitoring airport retail.

dfs_changi_t3_duplex_white_bar

dfs_changi_t3_duplex_may15_4_wall

Upstairs there’s a Raffles Long Bar and a boutique area featuring nine wines & spirits brands. You’ll discover an extraordinary selection of rare vintages, malts, Cognacs and much besides, including a range of single casks obtained through a partnership with the Scotch Malt Whisky Society and an eclectic array of DFS exclusives.

There’s the travel trunk-themed Johnnie Walker House and a cellar and cask-inspired Glenfiddich boutique. If, like me, you adore great wines & spirits, you’ll be like an art lover given temporary possession of the Louvre.

dfs_changi_t3_duplex_may15__long_bar

There’s lots of surprises too. And quirks, none more so than the Hendrick’s gin zone (step forward the clearly clinically insane person who came up with this mad, wonderful zany notion). Inspired lunacy.

dfs_hendricks

dfs_hendricks_2

dfs_hendricks_3 (1)

dfs_hendricks_3

dfs_hendricks_4

There’s more, much more, including what I consider to be one of the best tobacco areas in travel retail, a walk-in cigar humidor, and a ground-level tasting bar. There’s even a scanning machine (below) that allows shoppers to price compare their items with other Asia Pacific airports.

dfs_scan

dfs_scan_2

dfs_scan_jw

Changi Airport Group CEO Lee Seow Hiang praises the store’s “stunning façade and double-volume grandeur”, calling it a “design showpiece on its own”.

He is right on the money. Today I fly out of T2 to Thailand. But once I get to Changi I’m making a special trip over to T3, simply to experience this great store again, to take in its excellence, its ambition, its content, its design, and, hey, its sheer sense of wonder.

dfs_wines

dfs_wine_rese

dfs_wine_more

dfs_wine_1

dfs__changi_t3_duplex_may_jw

dfs_highland

dfs_jw

dfs_ben

dfs__changi_t3_duplex_wine

dfs_excl

dfs_long_bar

dfs_long_bar_2

dfs_long_bar_pour

dfs_lounge

dfs_malts

dfs_malts_2

dfs_martell

dfs_pen

dfs_reserve

dfs_the_mac

dfs_tobacco

Leave a Comment

Your email address will not be published.

  • Dear Martin,
    Thank you very much for this beautifully written blog of our T3 duplex store. The creation of this amazing store will not be possible without the support & partnership with our vendors.
    Have a wonderful week in Phuket.

    With warmest regards
    Patricia