SINGAPORE. Shiseido Travel Retail this week launched two new experiential activations called Shiseido Sense Beauty Pop-up and Shiseido Forest Valley in collaboration with The Shilla Duty Free, Singapore Changi Airport, and Jewel Changi Airport Devt.
The Shiseido Sense Beauty Pop-up serves as an outpost that gives travellers a glimpse into Shiseido’s SENSE multi-sensorial art installation in Jewel Changi Airport. The pop-up is located outside the main Shilla Duty Free store in Terminal 1 and features augmented reality technology that allows travellers to discover Shiseido’s new Ultimune, Sun Care, and White Lucent ranges in an immersive way.
According to Shiseido Travel Retail President and CEO Philippe Lesné, “This Shiseido Sense Beauty Pop-up is a further step forward for Shiseido Travel Retail as we continue to innovate for the traveller experience. We aim to push boundaries by revolutionising the customer experience through non-traditional retail experiments, and this pop-up embodies that commitment.”
The Shiseido Sense Beauty Pop-up experience begins with the guests’ mobile phones. After registering on the website, they follow a digital map which leads them through a series of engagement zones where virtual reality meets real life.
The first stop is ‘The Beauty Forest’ where Quantum Human Scanning technology creates personalised avatars that then sends an animated video of the avatars flying through the Shiseido Forest Valley to guests’ emails.
The Beauty Escape, which was designed by Dr. Tomonori Ueda, Shiseido’s Senior Fragrance Design Researcher, uses a combination of sound and scent to create an environment of calm. In this zone, guests use headsets to listen to soothing forest harmonies, composed by sound artist Yota Morimoto.
The Beauty Escape features four different compositions that blend Japanese and Western instruments, inspired by the four seasons. The music is accompanied by a delicate spritzing of aromatic rose and lotus, which are also the key fragrance notes for Shiseido’s Ultimune Range.
Finally, the Shiseido Sense Beauty Pop-up ends with ‘The Beauty Bar’ an augmented reality zone where guests can discover the Shiseido Ultimune Range through the screens of their mobile phones. Shiseido Beauty Consultants are also on hand to conduct detailed skin checks, so guests can learn more about which Shiseido products will have the most benefits for their specific skin types.
“This innovative outpost marks yet another successful collaboration by Singapore Changi Airport with Shiseido Travel Retail and The Shilla Duty Free in Singapore,” said Changi Airport Group Senior Vice President, Airside Concessions Teo Chew Hoon.
“This experiential outpost gives visitors a glimpse of what to expect at Jewel Changi Airport while transforming the physical pop-up into a unique, multi-dimensional space that passengers can explore exclusively at Changi.”
[Click on the video above to see The Moodie Davitt Report Fashion, Beauty & Social Media Editor Hannah Tan-Gillies turn into an avatar.]
The Shiseido Sense Beauty Pop-up is in place until early June.
Located in the Cloud9 Piazza of the newly opened Jewel Changi Airport, the SENSE Art Installation at Shiseido Forest Valley brings Shiseido’s mission of ‘creating beauty innovation for a better world’ to life and was inaugurated by Shiseido’s President and CEO Masahiko Uotani on Monday night.
With the illuminated 40m Rain Vortex in the background, Jewel Changi was transformed into an ethereal forest for the evening.
Jewel Changi Airport Development Chief Executive Officer Jean Hung said: “Jewel is a multi-dimensional lifestyle destination and since its opening, we are heartened by the immense support shown by our visitors. The collaboration with Shiseido and teamLab will showcase another facet of the unique Jewel experience that is co-curated with our partnership to delight visitors.”
With the help of Tokyo-based art collective teamLab, the Sense Art Installation at Shiseido Forest Valley became a remarkable immersive experience. Inspired by ‘ the art of Japanese beauty’ the installation was a coming together of different disciplines to create a space that inspired guests to discover meaningful beauty through their different senses – from sight, touch, sound and scent.
To represent the sense of sight, teamLab illuminated the trees at Shiseido Forest Valley with radiating lights that moved as guests made their way through the forest trail.
For the sense of sound, Yota Morimoto uses harmonies from glass harmonicas and ocean waves to create an aural composition that mimics the ‘breathing sound of a natural forest’ during the day. At night, this special musical composition adapts its pitch based on guests’ individual interactions.
To represent the sense of smell, Dr. Tomonori Ueda, Shiseido’s Senior Fragrance Design Researcher, created an olfactory zone filled with the aroma of soothing rose and lotus notes. Finally, the sense of touch is represented through a leafy pathway that invites guests to touch their surroundings. All of these real world experiences can be enhanced by downloading the Jewel Changi Airport app, or Shiseido’s own specially designed Sense app.
“Innovating for the traveller is one of the core focus areas for Shiseido Travel Retail and the Sense art installation at Shiseido Forest Valley reflects that – establishing a deeper connection between our brand and consumers by enabling them to live our story through their own experience,” said Philippe Lesné.
“Together with our partners, Jewel Changi Airport and teamLab, we are excited to unveil this immersive experience to take our consumers and travellers from around the world beyond the realms of traditional retail.”