Cellarmaster opens first virtual wine shop in Hong Kong train station

Cellarmaster popup storeCellarmaster Wines has activated its “Making it wonderful” campaign that launched in December last year in Hong Kong with what it claims to be the world’s first virtual pop-up wine store in a train station.

At Hong Kong’s busy Tsim Sha Tsui MTR station, a “storefront” billboard measures 12 meters along a walkway that connects with Tsim Sha Tsui East Station. People who photograph the store and share their images on social media using the hashtag #wonderful can win free wine and other gifts.

Cellarmaster WinesThe store, devised by Hong Kong agency The Daylight Partnership, contains virtual vending machines that display selections of wine, beers, spirits and mixers. Using QR codes, passengers can also make purchases.

The marketing director of Cellarmaster Wines, Sean Seah, said: “Customers want the ability to buy wine online 24/7 and we wanted to empower this growing trend of mobile commerce. The virtual popup store idea grew out of the desire to fulfil our brand promise. Making it #wonderful anywhere, anytime, is a key focus for the campaign.”

The launch comes soon after Cellarmaster Wines introduced a new online store for users to buy wine using a mobile, tablet or desktop computer.


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