SENSE-sational: The multi-sensorial SENSE installation engages visitors’ sense of sight, smell, taste, sound and touch

SINGAPORE. Shiseido Travel Retail (STR) and Jewel Changi Airport have renewed the brand’s naming rights for Jewel Changi’s indoor forest sanctuary, the Shiseido Forest Valley, until April 2025.

The timely renewal comes as Shiseido Group celebrates its 150th anniversary this year under the banner ‘Beauty Innovations for a Better World’. As Jewel Changi Airport rebounds, the deal, which was first signed in 2019, will see STR maintain its premium position as one of Jewel’s pioneering partners. The Moodie Davitt Report was on location to see the official unveiling of the Shiseido Forest Valley in 2019.

First unveiled in 2019, the Shiseido Forest Valley partnership has been renewed for an additional three years

Jewel will be the venue for The Trinity Forum Gala Dinner on 2 November, hosted by Changi Airport Group and sponsored by Pernod Ricard Global Travel Retail.

With more than 2,000 trees and palms and over 100,000 shrubs spanning 21,000sqm within the development, Jewel’s design mirrors Singapore’s reputation as a City in Nature. STR’s multi-sensorial SENSE art installation at the Shiseido Forest Valley west trail was created in collaboration with international art collective teamLab and invites visitors to indulge their five senses.

The renewal re-establishes the Shiseido Forest Valley as one of the stand-out features of Jewel  and deepens STR’s partnership with Jewel Changi Airport.

The partners held a ‘Kagami Biraki’ sake barrel-breaking and Happiness Tree planting ceremony on 26 September to celebrate the renewal

To celebrate the occasion, the partners held a traditional Japanese sake barrel-breaking ‘Kagami Biraki’ ceremony and planted a Garcinia subelliptica on 26 September. The tree — which is also known as Happiness Tree or 福木 (フクギ) — is the first of its kind in Jewel. It was chosen to celebrate new beginnings and express Shiseido’s founding belief that ‘beauty inspires hope and empowers happiness for all’.

The ceremony was officiated by Shiseido Travel Retail President & CEO Philippe Lesné and Jewel Changi Airport Devt. CEO James Fong.

(Left) Jewel Changi Airport Devt. CEO James Fong and (right) Shiseido Travel Retail President & CEO Philippe Lesné

Lesné commented, “As we celebrate Shiseido’s 150th anniversary this year, we are pleased to extend this important partnership with Jewel Changi Airport in Shiseido Travel Retail’s home base of Singapore.

“We take pride in having our flagship brand embedded in Jewel’s beautiful landscape, and we see the renewal as an affirmation of our shared values in integrating nature, design and technology to create experiential spaces of harmony, joy and new energy for communities. Through the strong collaborative spirit with Jewel, I am confident we can do more together as we look to the future.”

(Left to right) Shiseido Travel Retail Business Strategy Lead Janice Li; Shiseido Travel Retail Vice President, Travel Retail Asia Pacific Evelyne Ly-Wainer; Shiseido Travel Retail Vice President, Strategic Marketing Siv Chao; Shiseido Travel Retail President and CEO Philippe Lesné; Jewel Changi Airport Devt. CEO James Fong; Jewel Changi Airport Devt. Head, Leasing Faith Tan; Head, Jewel Changi Airport Devt. Corporate & Marketing Communications Nigel Chia

“Jewel has always sought to provide our visitors with a delightful experience through our offerings, whether to refresh the weary traveller or energise the local visitor,” Fong added. “Such offerings can be brought forth through partnerships, and particularly, the one that we continue to have with Shiseido Travel Retail, where we share the same belief in striving for innovation.

“Amid the strong show in the number of visitors at Jewel over the past months, where Jewel’s footfall to-date is trending at more than double that of the same period in 2021, we are excited to work with Shiseido Travel Retail on other interesting initiatives to roll out at the Forest Valley.”

Note: The Moodie Davitt Report has launched an e-newsletter, Beauty Curated, in association with Shiseido. It offers a curated selection of stories focused on the key beauty category in travel retail and beyond.

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