Parfums Christian Dior has teamed up with Changi Airport Group and Shilla Duty Free Singapore for a multi-sensory pop-up at Changi Airport.
The Terminal 1 Les Parfums podium opened on 17 June and will operate until 28 July. The pop-up was inspired by Christian Dior’s love of fragrances; and to “recreate the magic” of the fields and gardens near his La Colle Noire home in Grasse in the south of France.
Grasse is home to Les Fontaines Parfumées, which is the heart of Dior’s own fragrance laboratory. The Dior Les Parfums pop-up is the first time that the company has introduced a flower field theme in an airport.
The pop-up offers customers a multi-sensory journey through Dior’s leading fragrances, including Miss Dior, J’Adore, Sauvage and Joy by Dior. According to Dior, the podium offers the “best of retailtainment” via various interactive touchpoints. The podium also offers plenty of playful photo opportunities for customers to interact with, including a rose centifolia garden.
Beauty consultants are on-hand to match customers’ Dior scents with fresh flowers, and to offer makeup tips at the Maison de Parfums’ rose fields and floral swing.
In another area, perfumes are personalised with an exclusive Singapore ribbon, and rose jam and rose-based teas from Les Domaines de Manon are available for tasting.
Parfums Christian Dior South East Asia Area Manager Gregoire Walter said: “At Parfums Christian Dior we want to create unique and indulgent fragrance exploratory journeys for our customers, where they can find a fragrance that he/she can call his/her own.”
Walter underlined the “strong Trinity partnership” with Shilla Duty Free Singapore and Changi Airport Group.
Changi Airport Group Senior Vice President Airside Concessions Teo Chew Hoon commented: “We are delighted to partner with Parfums Christian Dior and The Shilla Duty Free Singapore for this global exclusive pop-up that brings to life the origins of Dior’s perfume-making experience.
“With rose tea and jam tasting, and unique photo opportunities in the rose fields of Grasse right here at Changi Airport, passengers can indulge in an immersive experience through the art of fragrance.”
The Shilla Duty Free Singapore Managing Director Jeff Lee added: “This is yet another milestone for the Shilla Duty Free Singapore to be working closely with Changi Airport and Parfums Christian Dior on this exciting new launch of Maison de Parfums pop-up.
“We are honoured to bring to our shoppers this exclusive and unique retail experience that is multi-sensory, enchanting and one-of-a-kind.”
