SINGAPORE. Coty Travel Retail Asia Pacific has partnered with Changi Airport Group and Shilla Duty Free Singapore to open an eye-catching Boss cross-category pop-up store. A regional first, the concept in Singapore Changi Airport Terminal 3 showcases signature Boss collections across the categories of fragrance, fashion and eyewear.
Running from 14 May to 23 June, the pop-up experience features products and merchandise that are available for the first time worldwide. These range from the Boss Bottled Triumph Elixir to limited-edition cross-category bundle sets and Boss Parfums luggage tags.
Featuring state-of-the-art finishings and illuminated branding, Coty said the pop-up creates an environment that mirrors Boss’s commitment to precision and excellence, immersing visitors in a “unique experience where fashion, fragrance and the spirit of collaboration converge”.
The pop-up store is home to a variety of ‘retailtainment’ activations. These include a ‘Play Together in Singapore’ photobooth area for the Boss Bottled Triumph Elixir fragrance, which features a fragrance dry diffusing unit, a touchscreen fragrance trial experience and a bottle-engraving service.
Gamification is also a core element of the pop-up experience. Visitors to the space can immerse themselves in the Boss Kicker Game, a score-based soccer simulator exercise, with an opportunity to win prizes.
The installation also marks the first-ever Alipay Super Brand Day for Boss at Changi Airport, in partnership with Alibaba. This initiative will feature an omnichannel digital campaign, including exclusive Alipay payment vouchers.
Coty Travel Retail Senior Vice President of Global Travel Retail Guilhem Souche said: “The debut of the Boss cross-category pop-up store is further testament to the strength of our partnership with Changi Airport Group and Shilla Duty Free Singapore.
“This milestone once again demonstrates that Coty is committed to creating highly dynamic experiences for customers across the globe. As part of our travel retail strategy, we will continue to introduce new activations and concepts that delight and surprise travellers.”
Changi Airport Group Head of Airside Concessions Chandra Mahtani said: “This first-ever Boss cross-category travel retail outpost is a unique convergence of fashion and fragrance, sports and style, immersion and interaction, which will add a new dimension of excitement to the shopping experience for travellers.
“Changi Airport is delighted to continue our partnership with Coty Travel Retail and The Shilla Duty Free Singapore to bring this experience to our passengers.”
The Shilla Duty Free Changi Airport Vice President and Managing Director Jeff Lee said: “Through Shilla Singapore’s strong partnership with Coty Travel Retail and Changi Airport, we are pleased to once again bring consumers an elevated travel retail experience with the Boss cross-category pop-up store, the first-ever concept of its kind.”
Changi Airport Group commented: “Changi Airport is pleased to be a part of this first-ever cross-category travel retail experience together with Coty Travel Retail and we look forward to bringing even more unique experiences to our travellers.” ✈
