For a limited time, travelers passing through the Hong Kong International Airport will be able to visit a spirits store from cognac brand Martell. Rather than being a run-of-the-mill shop, this pop-up space is devoted to creating "immersive sensory experiences," as part of a collaboration with handmade luxury chocolate brand Aelia.
Consumers will be able to engage all of their senses with experiences like cognac and chocolate pairings and discovery stations for delving into the history of the brand. The brand's origins are also communicated through retail design, taking inspiration from Premier Voyage oak casks. Further celebration of the brand's rich history also means that four vintage limited edition varieties of Martell will also be available for purchase at the shop.