Parfums Christian Dior is marking the launch of its first new feminine fragrance in 20 years – Joy by Dior – with a high-profile pop-up activation at Singapore Changi Airport.
In partnership with The Shilla Duty Free and Changi Airport Group, Parfums Christian Dior has created an activation designed to take travellers on a multisensorial journey with exclusive and memorable experiences. Located at Changi’s Terminal 1 Departure Transit Hall, the pop-up opened on 1 September and will run until 12 October.
Joy by Dior marks “the beginning of a new era of fragrance at the House of Dior”, according to the Maison. It was developed by Dior perfumer-creator François Demachy, who sought to capture the feeling of joy in a scent.
“Joy by Dior expresses the remarkable feeling of joy by providing an olfactive interpretation of light” – Dior perfumer-creator François Demachy
The fragrance does not fall exclusively into any one olfactory family, blending citrus and floral notes with woods and musks: bergamot, mandarin, rose, jasmine, sandalwood, with hints of cedar and patchouli.
The pink juice is housed in a simple cylindrical bottle, topped by a Dior-branded cap wrapped in silver thread. The capitalised word ‘JOY’ is engraved on the flacon, with the Dior name sitting within the letter ‘O’ – “sparkling, tangible joy literally nestled in the beating heart of Dior”, as explained by the brand.
The face of Joy by Dior is award-winning American actress Jennifer Lawrence, who stars in the advertising campaign shot by director Francis Lawrence. Set in a Hollywood villa, the film shows her diving into a swimming pool in a day-to-night sequence, to the tune of “She’s a Rainbow” by The Rolling Stones.
The pop-up was officially opened on 12 September, in the presence of representatives of Parfums Christian Dior, The Shilla Duty Free and Changi Airport Group. Invited guests included Singaporean actress Rebecca Lim and singer-songwriter Nathan Hartono, as well as key social media influencers and The Moodie Davitt Report*.
Speaking at the ceremony, Parfums Christian Dior Director of Travel Retail Asia Leonardo Ferracina said: “Today we are celebrating something that is very special to Dior. In 1999, Dior launched the fragrance masterpiece that is J’adore; now, 20 years later, we are finally launching a new feminine fragrance that is set to become another masterpiece for the brand.
“The second thing we want to celebrate is our tremendous partnership with The Shilla Duty Free and Changi Airport Group – working together has produced amazing and beautiful things for all the passengers passing through this airport.”
Taking centre-stage in the pop-up is an interactive photobooth (pictured below) inspired by the swimming pool shown in the campaign film. The motion-sensing floor installation creates a virtual splash with every step, while an overhead camera takes pictures against a Joy by Dior background. Travellers may print their photo on the spot, receive the GIF image via e-mail or QR code and share it on social media, with the hashtags #TheJoyofDior and #TheJoyofDiorinChangi.
The Joy olfactive cabin offers travellers a new way to discover the fragrance by engaging their senses. LED screens display the starry night sky as seen in the campaign film, as fragrance diffusers envelop the space with the delicate scent of Joy by Dior.
The interactive Joy wall invites travellers to share how Joy by Dior makes them feel. Their answers, as entered into an iPad, are then projected onto a digital screen.
In another digital touch, travellers are offered the opportunity to explore the Dior universe and its perfume-making craftsmanship through an immersive virtual reality (VR) experience.
Dior beauty consultants are on hand to deliver make-up consultations and services. In an exclusive for Changi Airport passengers, the brand is offering a range of make-up which includes eyeshadow palettes, nail polish, blush, as well as Dior Addict Lacquer Plump and Dior Addict Lacquer Stick for lips.
In another Changi exclusive, customers who purchase Joy by Dior can choose from a selection of branded ribbons and charms to create their own personalised Joy bracelet. In addition, they can get their names engraved on their product purchase at the engraving studio onsite.
Parfums Christian Dior Area Manager of Travel Retail South East Asia Grégoire Walter commented: “Parfums Christian Dior is committed to elevating the traveller’s experience in the world-class Changi Airport through more exclusivity, personalisation and innovation in its retail concepts. Thanks to the active collaboration with The Shilla Duty Free and Changi Airport Group, we are very proud of the results that we have accomplished with our Joy by Dior pop-up in Terminal 1.”
Changi Airport Group Senior Vice President of Airside Concessions Teo Chew Hoon added: “Changi Airport is pleased to showcase this global exclusive concept together with Parfums Christian Dior and The Shilla Duty Free Singapore. The different digital elements in this multi-faceted Joy by Dior pop-up offer travellers an engaging and one-of-a-kind retail experience only found in Changi.”
The Shilla Duty Free Vice President of Global Merchandising Division Raelene Johnson said: “The Shilla Duty Free is honoured to be working closely with Changi Airport and Parfums Christian Dior in another solid partnership through the exciting new launch of the Joy by Dior pop-up. We are excited to delight our global shoppers with exclusive access to this distinctive retail experience.”