Giorgio Armani Beauty, in partnership with The Shilla Duty Free and Changi Airport Group, has created an Armani Yacht Club animation exclusively for Singapore Changi Airport.
The activation, which invites travellers to reimagine a cruise down the Mediterranean Sea, promotes Armani’s new men’s fragrance, Acqua di Giò Absolu. The Yacht Club, open from 28 March to 26 April, is located next to The Shilla Duty Free at Changi Airport Terminal 1 Transit Departure Area.
The Armani Yacht Club animation recreates the serenity and sophistication of Giorgio Armani’s luxury yacht. The space features light birch wood floors, green walls reminiscent of military ships, a contemporary interior and cut-out ceiling.
Travellers can discover their favourite scent and explore the olfactory world of the Acqua di Giò Absolu and Armani Code fragrances through an exclusive fragrance barometer digital application. The immersive digital experience allows travellers to select three favourite key notes from a barometer sailing tool, which in turn reveals the matching olfactory range. Consumers can then navigate the barometer sailing tool to adjust the perfume intensity level and discover their final perfume blend from Giorgio Armani that best encapsulates their personality.
Other digital elements include a photo booth with a simulated water zone. The chadburn can be turned to switch between digital visuals shown on the backdrop to take photos. Travellers can steer to the left to explore Acqua di Giò Absolu or steer right to discover the world of the Armani Code.
Customers who purchase an Acqua di Giò men’s scent will receive a complimentary engraving service for a fragrance leather case, scented nautical bracelet or Acqua di Giò Absolu travel spray.
Giorgio Armani & Designer Fragrances General Manager Tony Khajenouri said: “We are thrilled to invite travellers to join us onboard the Armani Yacht for an unforgettable journey to discover our new fragrance, Acqua di Giò Absolu. We are pleased to partner with Changi Airport Group and The Shilla Duty Free Singapore for the exclusive debut of the Armani Yacht Club animation in travel retail Asia Pacific.”
Changi Airport Group Airside Concessions Group Senior Vice President Teo Chew Hoon commented: “About 170,000 passengers pass through Changi Airport every day, making it the ideal launch pad for brands to unveil their latest products to an international audience. We are delighted to partner with Giorgio Armani on this multi-sensory animation concept that will appeal to the cosmopolitan male traveller’s modern lifestyle.”
The Shilla Duty Free Vice President of Global Merchandising Division Raelene Johnson added: “The Shilla Duty Free enjoys a close working partnership with Changi Airport Group and brand partners to consistently present innovative concepts, enhancing the shopping experience for travellers.
“We are confident that the Armani Yacht Club animation will engage, re-energise and excite our shoppers, who will be the first in the world to experience it when they shop with us.”
