Picture Gallery: Exceptional Edition, exceptional promotion – Dior and The Shilla Duty Free wow at Changi Airport : Moodie Davitt Report

SINGAPORE. We’re delighted to bring you an extensive Picture Gallery of one of travel retail’s most vibrant promotions of 2017 – a compelling collaboration between The Shilla Duty Free Singapore, Dior and Changi Airport.

As reported, the Trinity promotion centres on a Miss Dior Exceptional Edition outpost at the Singapore gateway

The campaign, launched on 17 August and running until the end of September, previews and celebrates Dior’s latest feminine fragrance. It also honours the 70th anniversary of the opening of the Christian Dior fashion house and the introduction of debut fragrance, Miss Dior.

[dvgallery id=”175125″ vertical=”no”]The full Miss Dior Exceptional Edition launch takes place at Changi at the end of August.

The pop-up outpost, titled Miss Dior Exceptional, takes centre stage in Terminal 1’s departure transit hall.

Ready to roar: A striking Dior Pink Jaguar takes centre stage in one of the most visually striking high-profile travel retail promotions of recent times

The outpost allows passengers to view a pink Miss Dior Jaguar car, shown in the upcoming campaign featuring actress Natalie Portman. This luxury convertible replica – the only one of its kind – will not be available anywhere else worldwide, offering travellers the chance to emulate the experience of starring in a Dior commercial and bring home a photo memento of themselves in the driver’s seat.

Eternal question: And you, what would you do for love?

A giant installation of the Miss Dior bottle, features an electronic screen that reads, “And you, what would you do for love?” The installation, designed to mirror the elegance and energy of a Dior catwalk, affords another photo opportunity for travellers.

The interactive digital wall allows travellers to snap a digital polaroid selfie before writing their answers on the touchscreen. Their photos, with accompanying answers, are printed as well as e-mailed to them.

Leading ladies: Actress and producer Jeanette Aw (left) and designer, Yoyo Cao were truly in the pink as the campaign launched at Changi Airport

Creating a ‘worldwide love chain’

Promotional vehicle: Actress and producer Jeanette Aw adds a touch of glamour to the promotion

Travellers can also post their photos on their Instagram account, using the hashtag #missdiorlovechain. For every Instagram post, Dior will donate US$1 to the charity WE Movement supported by Natalie Portman [see panel and videos below for details on this remarkable cause].

All photos taken will form part of a ‘worldwide love chain’ travelling through Changi Airport and showcased in a Dior exhibition in 2018.

Embarking on a ‘Dior expedition’

Passengers can also embark on a whirlwind tour of the Dior universe “via Dior eyes” by donning a virtual reality headset.

The immersive experience shows travellers around the flower fields of French fragrance capital Grasse, as well as Château de La Colle Noir.

Customers can even buy a piece of the exclusive Miss Dior couture edition, adorned with a couture bow handstitched by Dior haute couture ateliers.

Only 47 pieces are available worldwide as a nod to the fragrance’s launch in 1947. Three pieces are available for purchase at The Shilla Duty Free.

Customers can have their fragrance purchase gift-wrapped and tied with satin ribbons. Additionally, anyone purchasing a Dior fragrance or lipstick can customise their purchase by having it engraved on site.

Scent of a woman: Jeanette Aw (above) and Yoyo Cao (below) sample Dior’s new feminine fragrance

(Left to right)) Toasting the Trinity spirit: Teo Chew Hoon, Senior Vice President of Airside Concessions, Changi Airport Group; Lim Peck Hoon, Executive Vice President of Commercial, Changi Airport Group; Raelene Johnson, Vice President of Global Merchandise Division, The Shilla Duty Free; Olivier Dubos, Senior Vice President Travel Retail Worldwide, Parfums Christian Dior; Yoyo Cao, Designer; Jeanette Aw, Actress & Producer; Alireza Danai, Travel Retail Director Asia, Parfums Christian Dior; Marine Guillaume-Blanchet, Travel Retail Marketing & Communications Director Asia Pacific, Parfums Christian Dior; Shaoyuan Han-Montillet, Brand General Manager Singapore, Parfums Christian Dior

Jeanette Aw, Yoyo Cao and Alireza Danai toast the campaign’s launch

ABOUT WE MOVEMENT

WE Movement is designed to bring people together and give them the tools to change the world. “Today, we are millions of passionate young people, women and men working together to shift the world from ‘me’ to ‘we’, the organisation says.

It is based on five core principles:

-Me into WE
We are a movement comprised of individuals with unique gifts, talents and contributions. Together, we are powerful beyond measure, knowing that our strength lies in the uniqueness of us. However, the movement isn’t complete without you. We are capable of doing more together than any one of us could do alone.
-WE is Everyone
Anyone can make a difference. We believe in the democratisation of impact. There are myriad ways to participate both through giving back and our daily choices. We believe in the inclusive nature of doing good and that anyone can apply their individual passion to a collective world-changing impact.
-WE Are the Change
We are defined by our daily efforts. If we don’t take action, who will? We believe that our actions will inspire others to do the same. These actions will help create a tidal wave of impact. We know that small things add up to great change. Because, WE starts with me.
-WE Are a Global Community
We are involved with each other in a global connection — with our friends, our families, our communities and the world. We ask, what else can I do? We believe in giving of ourselves to help raise a compassionate future generation that looks for any opportunity to make a difference.
-I Am WE
WE is a movement that exists for one reason: to make the world a better place. We are shameless idealists who believe that there is a version of our highest selves that comes from living a life of daily legacies. Our lives take on a deeper, transformative meaning when we impact the lives of others. I am WE.

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