Fly high, stay chic: The YSL Beauté ‘All Hours Airport’ pop-up was a phygital playground with plenty of playful aviation-inspired design elements

JAPAN. YSL Beauté Travel Retail Asia Pacific and JATCo (Japan Airport Terminal Co) last month revealed a spectacular aviation-themed animation at Tokyo Haneda Airport (International Terminal). The first-of-its-kind installation runs from 13 December until the end of January.

Haneda Airport International Terminal is operated by Tokyo International Airport Terminal Corporation, with JATCo a leading shareholder.

The ‘All Hours Airport’ pop-up highlights the L’Oréal-owned beauty brand’s new All Hours Cushion Foundation, which offers a lightweight and hydrating long-wear formula.

The animation features a life-sized aircraft-inspired design and takes travelling shoppers on an immersive journey which offers playful phygital elements. This includes a first-class makeup cabin, a destination flip board and a golden light-tunnel.

“We are delighted to have worked with YSL Beauté to bring this immersive experience to life. Featuring groundbreaking design elements that have never before seen in the world, we know it will be a big hit with customers who come through.” –  Japan Airport Terminal Co. Ltd Executive Officer Deputy Senior Vice President Hitoshi Adachi

‘Cover the extra mile’: The pop-up highlights the new ‘All Hours Cushion Foundation’ from YSL Beauté

(Left to right) Guests scan their luggage tags for a special gift, receive bespoke greetings, and personalise their purchases at the eye-catching pop-up

The All Hours Airport pop-up also offers several retail-tainment features that pay homage to the ‘joys of international travel,’ said the brand.

Guests begin their experience at the ‘self-check-in’ counter where they are given a bespoke greeting, before receiving a three-minute makeup consultation courtesy of YSL Beauté. Their journey continues through the ‘security check’ where they can scan their YSL Beauté luggage tags to receive a gift.

The pop-up features a personalised beauty and fragrance zone with its  ‘Make it Yours’ bar. Here, guests can choose their own designs for YSL Beauté’s Mon Paris fragrance and select their own caps for their Rouge Pur Couture lipstick tubes. As a final flourish, guests can also have their names engraved on their purchases. The All Hours Airport experience is completed with a bespoke gift wrapping service.

The All Hours Airport pop-up showcases the power of of personalisation at the ‘Make it Yours’ zone

Chinese Actress Yiran was one of the launch event’s celebrity guests

The animation was unveiled with a star-studded ribbon cutting ceremony on 17 December. It was attended by representatives from L’Oréal Travel Retail Asia Pacific and JATCo, as well as a number of high-profile KOLs. Actress and style icon Yiran – known for her role in Chinese drama ‘Never Stand Still’ – was one of the event’s celebrity guests.

According to YSL Beauté Travel Retail Asia Pacific General Manager Emily Coleman, the ‘All Hours Airport Pop-up’ marks the first time that the brand has launched an animation of this size and ambition in Japan. She said: ‘This is a world first for us and JATCo — the first time we bring such retail-tainment experience to Japan, showcasing the very latest in digital interactivity and personalisation: a fitting celebration of our innovative new All Hours Cushion foundation.”

A retro-style ‘destination board’ and a life-sized airplane cabin are some of the pop-ups most striking design elements

“We are delighted to have worked with YSL Beauté́ to bring this immersive experience to life,” said JATCo Executive Officer Deputy Senior Vice President Hitoshi Adachi. “Featuring groundbreaking design elements that have never before been seen in the world, we know it will be a big hit with customers who come through the airport.”

Breaking new ground in beauty: (Left to right) YSL Beauté Travel Retail Asia Pacific Marketing Manager Fran Law; YSL Beauté Travel Retail Asia Pacific Area Manager Nicolas Schoutteten; Tokyo International Air Terminal Corporation Vice President of Sales & Marketing Hideki Sugimoto; Japan Airport Terminal Co Executive Officer & Deputy Senior Vice President of Passenger Terminal Operation Department Hitoshi Adachi; Chinese model and actress Yiran; L’Oréal Travel Retail Asia Pacific YSL Beauté General Manager Emily Coleman; TMA Company Ltd. President and CEO Shogo Ando and TMA Company Ltd. Retail Manager Isuzu Matsuo at the ribbon-cutting ceremony