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Penfolds | 2020 | Hospitality | Design, Documentation & Procurement
In another collaboration with Emirates Leisure Retail, greater group delivered a luxurious bar, restaurant and retail space in Adelaide Airport to create a point of presence for the local wine producer, Penfolds Magill Estate. In 2019, greater group in partnership with Emirates Leisure Retail delivered three award-winning F&B rollouts in Auckland International Airport, Wonder Tree, Aroha Cafe & Bar and the terminal’s hero outlet, Vantage Bar.
The goal of this project was to bring the Penfolds Magill Estate experience to customers at the airport. The space needed to be luxurious to serve as a physical manifestation of the Penfolds brand. Another requirement from ELR was to develop a design that utilises the high ceiling while being lightweight and cost-effective so as to maintain the benefit of the natural light streaming through the full-height rear glass wall.
The result is a striking blend of hospitality and retail where passengers can enjoy the brand’s premium products on homeground, and treat themselves to a bottle to take home upon departure. greater group was commissioned to complete the design and documentation for this project, as well as design management and procurement of the furniture and the feature rope installation.
The main bar is divided into two distinct areas: the front of the bar where an enomatic wine machine allows customers to have Grange by the glass, and the second part of the bar which is home to the wine taps and beer taps.
One of the key design features is the bespoke red rope display that runs from the black louvred canopy along the back to the tenancy and curves down to the tasting table. The rope feature creates a seamless flow right through the high ceiling dropping down to the tasting bar where customers can try a selection of Penfolds wines. This installation evokes the movement of red wine flowing from bottle to glass. Each rope length is finished with a Penfolds wine cap on the base, providing an element of brand surprise to the customers as they look up. Designed and procured by greater group, the rope installation was precisely dyed to match the signature Penfolds red, while the size was customised to work with the wine caps.
A variety of seating options is available, consisting of central banquettes with overhead mesh shade lights hung from red rope to link back to the feature rope display. The back of the tenancy consists of 10 booths encased in the black framing that marks the boundary to the tenancy and creates the framework to suspend the rope installation from.
Founded in Adelaide in 1844, Penfolds is one of the oldest wineries in Australia. Currently operating under Treasury Wine Estates, Penfolds established its name as a pioneering wine producer that continues to disrupt the market and expand their brand presence nationwide. For its 170th anniversary celebrated in 2014, the brand was awarded a perfect score of 100 for the famed 2008 Grange by two world-renowned wine magazines. The Grange remains one of the most popular picks on the Penfolds menu and has earned its key display area in this brand new airport venue.