SOUTH KOREA. Lotte Duty Free and beauty house Chanel have partnered to create a Chanel Le Rouge pop-up at the retailer’s flagship store in Myeongdong. Located in the Star Avenue VIP Lounge, it is set attract 3,500 guests from 21 to 23 December, including around 300 of Lotte Duty Free’s VIP customers from China and Japan.
The Star Avenue has been redesigned for the three-day event, which the retailer said was a first of its kind for Chanel in travel retail. The pop-up, said Lotte Duty Free, “is a customer-engaging and experiential event that celebrates the red colour loved by Chanel’s founder, Gabrielle Chanel”.
The Chanel Le Rouge pop-up, decorated in red, is divided into three zones offering different experiences. The first is the Red Factory. This includes a lip testing bar, where guests can select lip products, with a digital wall allowing them to view various lipstick textures.
The second space is the N° 5 Chanel Red Hall. This hosts a photo zone where visitors can take shots with a background celebrating Chanel ‘s newly launched Chanel N° 5 Red Edition fragrance. The third area is the Red Lounge, offering make-up service, drinks and relaxation zone.
On the first day of the event, only invited VIP guests can access the Star Lounge, with the retailer and brand staging tours and shows from Chanel make-up artists. On the second and third days it will be open to the public.
Lotte Duty Free Managing Director, International Beauty Brands Jeffrey Davis said: “This collaboration with Chanel is a good example of the direction that offline retail channels need to move forward. We will continue to plan various events to get closer to our customers.”
