EDGE

Leisure & Hospitality

Workplace

Retail

Immersive brand experience for innovative ‘trinity partnership’.

Client:

Bacardi Global Travel Retail

Location:

Kuala Lumpur International Airport

Brief:

To create a stunning, new, premium brand experience for Bacardi’s ‘Grey Goose’ vodka brand, in the form of a bar located on the sky bridge of the new Terminal 2 building of Kuala Lumpur International Airport. This is the first time Bacardi has worked in an innovative ‘trinity partnership’ between the airport operator, a duty free retailer (Eraman) and its own Global Travel Retail business. The bar is aimed at young travellers and at driving conversion from ordering the drink at bar to purchasing the bottle in-store, for all Bacardi GTR white spirit brands.

What’s the Big Idea?

‘Living the Spirit’, where the design and service proposition express the qualities of Grey Goose through forms, materials and finishes. Visitors will get a taste for the brand as they enjoy exclusive travel-related cocktails such as Lychee Martinis, inspired by destinations reached from KLIA 2. The highly visible ‘showpiece’ location (with all flights taking off below the sky bridge – the only one in Asia) means that the bar will be the first thing all departure passengers see as they go airside. EDGE has also created brand collateral for the bar, including menus and uniforms for staff.

Bacardi Global Travel Retail - 1 Bacardi Global Travel Retail - 2 Bacardi Global Travel Retail - 3