SINGAPORE. Dior recently partnered with The Shilla Duty Free and Changi Airport Group to host a spectacular Lunar New Year activation in Terminal 1. It launched on 4 January and will run until 13 February. [This story builds on our Image of the Day from 28 January.]
The pop-up — called ‘The Quest for the Dior Lucky Star’ — shines a light on the LVMH-owned luxury and beauty house’s best-selling lines, which have been reimagined with vibrant festive packaging designed by Italian illustrator Pietro Ruffo.
The red and gold packaging of Dior’s Lunar New Year collection features embossed golden Dior stars and constellations.
The design and pop-up concept take inspiration from a moment in 1947 when Founder Christian Dior found an iron star while walking Avenue Montaigne in Paris. According to the brand, this was the sign that Mr. Dior was waiting for to start his own fashion house, and the rest was history. To this day, the Dior Star holds special meaning to the luxury house.
Flowers, fairy constellations, stardust and zodiac animals are key motifs of the red and gold pop-up. Red is a key colour for the luxury and beauty house and symbolises hope and energy, while gold is a symbol of luxury and a favourite of Mr. Christian Dior throughout his collections.
The Quest for the Dior Lucky Star invites travellers to follow the Dior Lucky Star throughout the pop-up and discover their Lunar New Year Fortunes. Based on their zodiac signs, the pop-up will offer their lucky number, colours and flowers for the year, which are all linked to various Dior products.
The J’Adore Eau de Parfum, a key feminine fragrance pillar, is the scent for travellers with Jasmine as their lucky flower as the fragrance offers a duo of Jasmine Grandiflorum and Indian Jasmine Sambac.
For customers whose lucky number is eight, the same as for Christian Dior himself, they can shop Rouge Dior #080 Red Smile, a luminous red hue that is a reimagination of one of the first red lipsticks launched by the brand in 1950.
At the pop-up, travellers can pamper their skin using Dior Prestige’s skincare collection and experience the La Micro-Huile de Rose Advanced Serum through a premium hand massage.
Parfums Christian Dior has launched a limited edition capsule collection at the pop-up, alongside several Changi-exclusive lines. These are the Rouge Dior Discovery Set, Rouge Dior exclusive case and Prestige limited edition. Inspired by Dior constellations, the collections are available only at the pop-up.
The animation was celebrated on 27 January with a ribbon-cutting ceremony attended by executives from Parfums Christian Dior Travel Retail, The Shilla Duty Free and Changi Airport Group.
Notable guests included LVMH Beauty Asia Pacific Travel Retail Managing Director André Marzloff, Changi Airport Group Managing Director for Airside Concessions Teo Chew Hoon and The Shilla Duty Free Singapore Managing Director Jeff Lee.
“We are thrilled to be back at Changi Airport and to collaborate for an incredible pop-up that is the perfect expression of Dior during this festive season,” Marzloff commented. “An exciting and immersive journey awaits our travellers where they can discover Dior’s latest novelties and experience exclusive retailtainment activities.”
In addition, the pop-up shines the light on a relaunched Dior fragrance expression, Miss Dior Blooming Bouquet. While the wildflower centred scent remains the same, the relaunched expression comes in a lighter-weight flaçon, decorated with a new couture bow. The bow is made with a jacquard ribbon from Maison Faure, a heritage French ribbon maker established in 1864. The ribbon is woven from 368 threads, with each centimetre containing no less than 12,000 thread crossings.
The new fragrance is being promoted with a new campaign film starring long-time Dior Brand Ambassador Natalie Portman. The fill illustrates the values of the fragrance which are courage, freedom, love and youth, the brand owner said.
La Collection Privée, Dior’s haute parfumerie line, is another core focus of the pop-up. La Collection Privée showcases Dior’s luxury fragrance lines and pays homage to the maison’s perfume and gifting lines. La Collection Privée is a collection of 22 fragrances, with every scent offering its own trail and character. Highlights include Lucky, Rose Kabuki, La Colle Noire, Gris Dior, Holy Peony, Rouge Trafalgar, Sakura, Spice Blend and Vanilla Diorama.
The scents are available as perfumes, candles, soaps, body creams and perfumed silk scarves and are showcased in the pop-up through sensorial experiences.
Travellers can experience the Dior Art of gifting with Dior gift boxes and wrapping, decorated with illustrations by Pietro Ruffo. They will also receive a fortune calligraphy banner and Dior branded Lunar New Year red envelopes. In Chinese tradition, red envelopes are given to family and friends during the Lunar New Year holidays. Travellers can also personalise their gifts with various engraving services and hot stamp their red envelopes with their initials.
Teo added: “Just as this collaboration is a reunion for our strong partners, Changi Airport Group, LVMH and The Shilla Duty Free, we hope this Changi 1st pop-up will reunite travellers with a timeless selection of their favourite Dior products. Just in time for Lunar New Year, we’re excited to provide shoppers with a curated selection of limited-edition festive gifts for their loved ones.”
“As travel recovers and we usher in 2023 Lunar New Year, this collaboration comes at an opportune time. We are thrilled to partner with Dior and Changi Airport Group as this collaboration is a testament of our strong commitment to engage our shoppers in a unique, experiential format unlike anything before,” concluded Lee. ✈