SINGAPORE. Lagardère Travel Retail has launched what it calls its “next generation” Fashion Gallery concept at Singapore Changi Terminal 2.
The multibrand concept spans over 500sq m in the T2 Departures/Transit Hall and features more than 30 brands across the categories of ready-to-wear, accessories, shoes, bags, jewellery and sunglasses. The store features a mix of established brands and emerging designers in shop-in-shop formats.
A highlight is a 30m dynamic digital façade that allow the store front to change and move with the flow of passengers. It is claimed to be the first of its type at any airport. In addition, at either end and at other entry points there are LG ‘Ultra-Stretch’ screens, which are used for the first time in travel retail, according to the retailer.
Along the passenger flow within the store two further large format LED screens present the latest brand launches. The ceiling’s black canopy is complemented by white lacquered beams, designed to accentuate the main pathway through the stores. Focused product lighting and music complete the “stylish and playful” look and ambience.
Luxury fashion brands include Salvatore Ferragamo, Bally, Versace, Bulgari, See by Chloe, Furla, Kenzo, Alexander McQueen, Balenciaga, Casadei, Chiara Ferragni, Sergio Rossi, Lulu Guinness, Thomas Sabo, Moschino and FOB Paris.
The new store includes many firsts and exclusives, said the retailer. Alexander McQueen has made its global exclusive travel retail debut in The Fashion Gallery. Balenciaga has formed a strategic partnership with Lagardère Travel Retail for its luxury bags.
Lagardère Travel Retail COO Asia Pacific Emmanuel de Place said: “Our award-winning The Fashion Gallery is an exciting innovative breakthrough for Lagardère Travel Retail not only in this region but globally. This new version of the concept fully demonstrates our wealth of expertise and knowledge in high-end and luxury retailing and our ability to create exceptional fashion experiences.
“We are delighted to be celebrating its opening with our partners at Changi Airport, and to be complementing Changi’s formidable reputation for its exciting retail offer. The success of the project lies in the efficient collaboration between Changi Airport, our teams in Asia and our global duty free teams in Paris, in sharing ideas about the future of retailing luxury in the airport and working on the execution of the store.
“We are committed to constantly understand, engage and satisfy shoppers by creating the ultimate unique shopping experience and exciting innovative retail concepts that deliver exceptional results for ourselves and our business partners. Blending our global and local expertise, we believe we have created a unique innovative and exciting fashion experience for the discerning Changi shopper.”
Changi Airport Group Senior Vice President, Airside Concessions Teo Chew Hoon* said: “The rejuvenated Fashion Gallery boasts a stylish new look and offers our shoppers an extensive range of fashion brands, with some new to Changi, and exclusive products to choose from. We are confident that these will enhance Changi’s brand proposition and add freshness to our passengers’ shopping experience.”
Fashion service and style curators will help passengers with personalised styling tips. Lagardère Travel Retail leans on its ISO 9001-accredited OSCAR training programme to develop sales techniques, language courses and intensive product knowledge. Additionally, The Fashion Gallery is backed by a service promises policy to ensure high retail standards.
A first dedicated event area is a key addition. Located centrally, the customisable themed area is reserved for exclusive global luxury fashion launches and promotions designed to stand out and stop passengers.
The Fashion Gallery Event Space launches with a ‘Sports Luxury’ theme capturing this season’s major sporting events. It presents five brands: Hackett London, Porsche Design, Tod’s for Ferrari, J.O.T.T and Kenzo men’s shoes.
The zone was developed by Lagardère Travel Retail, brand partners and fashion trend experts Martine Lepherpeur Consulting. In addition, in-store activations are executed by a dedicated Fashion Event team with input from Mercury Creative and Events.
This space will change throughout the season “with impactful and playful intuitive decorations and fun engagement” to entice travellers into the store.
Social media engagement
Engaging social media content and fashion influencer recommendations can be found at The Fashion Gallery Facebook page and on Instagram. The Fashion Gallery is collaborating with fashion influencers around Asia and shoppers can follow social media platforms for fashion advice and tips.
Giveaways include the ‘Celebrate and Win’ social media contest. Here, participants can win S$1,000 in shopping vouchers when they showcase their idea of how to “Live with style” in the form of an “Outfit of the day” on Instagram or Facebook.
Bulgari Managing Director Jenny Cheah said: “Bulgari is delighted to be a part of The Fashion Gallery with the new Peter Marino store concept, a magnificent example of extraordinary Roman architecture.”
Furla Head of Global Travel Retail Gerry Munday said: “We are thrilled to have another Furla store in Changi, in a fabulous location. I thank Lagardère for their help with this opening; it is always a pleasure to work with them.”
Lulu Guinness Commercial Director Nicola Burdett said: “We are delighted to be going into our second season with Lagardère. Their key locations provide ideal brand alignment for us and we can’t wait for all the busy jet setters to see what the Lulu Guinness Autumn Winter 2016 collection has to offer.’
LG Electronics Executive Vice President and the Head of Information Display Business Unit Kwon Soon-hwang said: “Besides leading the UHD commercial display market with ‘Ultra Stretch’ that has an unprecedented 58:9 aspect ratio, we will also provide entirely different products and services in the display market, all with overwhelming picture quality and technology.”
*Teo Chew Hoon is speaking at next week’s Trinity Forum in Mumbai.
