SINGAPORE. Coty’s travel retail division and The Shilla Duty Free have pre-launched the new Miu Miu Twist fragrance with a pop-up unit at Singapore Changi Airport. The scent debuted on 18 January, with a two-week period of exclusivity before a wider roll-out to other travel retail markets.
The pop-up, said the partners, is a travel-retail exclusive concept created for Singapore Changi Airport and runs to 28 February in the Terminal 1 Departure/Transit Hall.
They said: “This experiential concept is part of The Shilla Duty Free’s and Changi Airport’s joint vision to continuously captivate consumers through the launch of unique and coveted travel exclusives, and to provide more meaningful and engaging experiences to all who travel through the airport.”
The “eye-catching and immersive” outpost allows travellers to sample and purchase the new fragrance and to partake in various “fun experiences”.
At its heart is an interactive installation which makes use of optical illusion to give the impression that travellers are sitting on a ‘MIUn’ (moon) and floating in the galaxy. Travellers can print their photos and also receive the image keepsake via email.
Another interactive move is the development of a dedicated mini-game. This invites users to try to reach the moon and collect as many points as possible by running the longest time in space. Travellers can also take home an additional complimentary customised Twist gift.
More details on the fragrance, created by Miuccia Prada and Perfumer Daniela Andrier, can be found in our initial story.
The Miu Miu Twist campaign stars Elle Fanning, who appeared as a model in the Miu Miu FW18 runway show.
