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.

Parfums Christian Dior is the latest brand to take over the Curated Zone at Beauty&You in HKIA’s East Hall North.

The shilla duty free joy by dior pop-up curated zone beauty&you hong kong international airport

The Dior Curated Zone highlights the new Joy by Dior fragrance. The customer’s “sensual journey” begins with a virtual reality experience.

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 shilla duty free hermes fragrance pop-up curated zone beauty&you hong kong international airport

At the East Hall South, the Curated Zone highlights the Terre d’Hermès Eau Intense Vetiver fragrance from French maison Hermès.

The shilla duty free hermes fragrance pop-up curated zone beauty&you hong kong international airport

The Hermès space features a tactile infrared technology that Shilla is introducing to Asia Pacific retail for the first time.

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.

Click here to view the special report on The Shilla Duty Free’s Grand Opening of Beauty&You at Hong Kong International Airport.

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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