Two beauty pop-ups, from Hermès and Parfums Christian Dior, have launched at The Shilla Duty Free’s Beauty&You concept at Hong Kong International Airport (HKIA).
The brands have each transformed a Curated Zone in one of Beauty&You’s two largest outlets.
French luxury label Hermès has taken over the Curated Zone in the East Hall South Beauty&You store. The pop-up highlights the Terre d’Hermès Eau Intense Vetiver fragrance. It features a “tactile infrared technology” new to Asia-Pacific retail. “This demonstrates once again [our] commitment to be positioned at the forefront of the experiential retail trend,” said Shilla.
Beauty&You’s East Hall North boutique has been transformed into a showcase for new Parfums Christian Dior fragrance Joy by Dior. Shilla describes the space as “a sensual journey… beginning with a virtual reality experience.”
The retailer added: “Redefining the traditional sales approach, the feature offers a new model of immersive retail for promoting perfumes.”
As reported in The Moodie Davitt e-Zine, Beauty&You is an innovative, digitalised and highly interactive store concept from The Shilla Duty Free. The experiential concept combines fragrances, skincare and make-up with fashion and accessories. It has a strong emphasis on experience and discovery, service and digitalisation.
The Curated Zone is a purpose-built space for pop-ups, where each month Shilla will collaborate with a different brand. The retailer explained that each reimagining of the space calls for a bold theme. The previous takeover was in partnership with House 99 by David Beckham.
The Hermès and Parfums Christian Dior takeovers will run until 7 October.
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