Diageo raises Game of Thrones pop-up store at DFS Changi


Winter has come to Changi Airport with an exclusive Game of Thrones pop-up store by Diageo and DFS showcasing the Game of Thrones Single Malt Whisky Collection.

Every time you think DFS has outdone itself with its interactive popup spaces in Changi Airport to enthral travelers – take for example the special, one-of-a-kind Hennessy pop-up store earlier this year to celebrate Lunar New Year – it goes ahead and does it again. This time the global travel retail chain has tied up with drinks giant Diageo for an exclusive pop-up activation to promote the latter’s Game of Thrones Single Malt Scotch Whisky Collection.

You’re looking at an entire space dedicated to the wildly-popular, critically-acclaimed HBO fantasy drama series Game of Thrones – centred on Diageo’s collaboration with HBO for a collection of eight different whiskies representing some of the more iconic Houses of Westeros as well as the Night’s Watch, as well as the Johnnie Walker White Walker – even as we enter the critical juncture in the final season of the show. There’s a huge screen here continuous playing trailers, a massive table with a map of Westeros, and even a full-size replica of the Iron Throne if you so desire to be photographed as the ruler of the Seven Kingdoms.

The pop-up also features various interactive experiences including games, whisky tastings, postcard customisations, cocktail and food pairings for visitors to immerse themselves into the fantasy world for a most unique travel retail experience.

“This global exclusive represents DFS and Diageo’s mutual dedication to delight and surprise our discerning global travelers with fresh and unique offerings, supported by best-in-class executions. The exclusive pop- up promises to be a thrilling and unique experience, offering a way to explore this multifaced category,” said Frederik Vanden Bulcke, DFS Group Director of Merchandizing Spirits, Wine and Champagne.

“This one-of-a-kind activation in Changi Airport will drive cultural relevance for our brands and demonstrates the partnership between the three organizations: Diageo, Changi and DFS. This opportunity is the result of Diageo’s willingness to make travel retail and Changi, in particular, a destination where travellers are entertained while discovering exceptional new drink options,” commented Paulo Guludjian, Diageo General Manager (Asia, Pacific, Middle East, India & Egypt).

In case you’re wondering of the now updated prices of the individual whiskies in the Diageo Game of Thrones Single Malt Scotch Whisky Collection (assuming there are in stock), we have it here:

  • House Stark – Dalwhinnie Winter’s Frost; S$89.00
  • House Tully – Singleton of Glendullan Select; S$75.00
  • House Targaryen – Cardhu Gold Reserve; S$73.50
  • House Lannister – Lagavulin 9 Year Old; S$105.00
  • House Greyjoy – Talisker Select Reserve; S$75.00
  • House Baratheon – Royal Lochnagar 12 Year Old; S$120.00
  • House Tyrell – Clynelish Reserve; S$138.00
  • The Night’s Watch – Oban Bay Reserve; S$108.00

DFS is the only place you can officially purchase the bottles in the collection individually.

The Game of Thrones pop-up store in the airside departure lounge of Changi Airport Terminal 3 in front of DFS will run from now till 28 May 2019 every day from 8am – 12 midnight.