When Changi Airport Group (CAG)’s long-time Wines & Spirits partner, DFS, announced their departure from the airport,
there was a risk that CAG would lose both sales revenue and reputable reliability.

Along came a new partner, Lotte Duty-Free, bringing with them direct access to the world’s rarest and finest bottles of alcohol.
To fully utilise this newfound privilege, a new W&S brand targeting ultra-high-net-worth individuals was needed:

The World of Wines & Spirits (WOWS) was born.

But the super-affluent are super difficult to impress, and every other merchant wanted a slice of this pie in post-pandemic times. We needed to launch the brand in a manner that would win their hearts as well as their wallets.

To accomplish this, a world-class W&S experience was created, centred around an immersive, original, and exclusive live theatre performance for the launch of this most prestigious brand. The goal was for every attendee at this event to feel like they were being taken on a quest of their own.