SINGAPORE. Givenchy Beauty, The Shilla Duty Free and Changi Airport Group partnered to launch a Changi 1st activation celebrating Givenchy Gentleman Society Eau de Parfum Ambrée.
Running from 26 September to 10 October, the pop-up coincided with last weekend’s Singapore Formula 1 Grand Prix (5 October) as well as Golden Week (1-8 October).
Located in Terminal 3, the animation brings Gentleman Society’s olfactory world to life through an immersive fragrance experience inspired by Formula 1. It centres on Givenchy’s partnership with F1 driver Pierre Gasly, offering a dynamic blend of fragrance discovery and racing-inspired retailtainment.
At the activation’s heart is an exclusive interactive gamification zone inspired by the adrenaline of F1. Travellers can test their reflexes in a high-speed challenge that mirrors the thrill of the racetrack, while exploring Gentleman Society Eau de Parfum Ambrée’s ambery, floral and spicy composition.
The fragrance is centred on two hero ingredients: Peru balsam and Tasuki vanilla from Madagascar, and is housed in a sleek, black-lacquered bottle finished with a champagne-gold 4G metal plate.
Inspired by the spirit of the modern gentleman, the scent is personified by Gasly, who became the youngest French driver to reach the F1 podium at the 2019 Brazilian Grand Prix. The collaboration aligns Givenchy’s couture heritage with F1’s competitive spirit.
The Shilla Duty Free Singapore Chief Operations Officer Chan Sok Ling commented: “The Shilla Duty Free Singapore, in partnership with Givenchy Beauty, is proud to introduce an innovative retailtainment concept at Shilla Singapore. This collaboration blends prestige beauty with the dynamic world of sports.
“This unique approach will captivate and differentiate experiences for our diverse customer profile.”
Givenchy Beauty Senior Area Manager Southeast Asia, Allister-Ann Flandrin commented, “Our collaboration with The Shilla Duty Free Singapore made it possible to create this first-ever immersive gaming experience, transforming the passenger journey in a completely innovative way.”
Givenchy Beauty General Manager APAC and Travel Retail Asia, Ji-Un Han added, “We are thrilled to launch Gentleman Society Eau de Parfum Ambrée at the iconic Changi Airport, especially during the vibrant F1 season.
“With Pierre Gasly as our new ambassador for Gentleman Society, Givenchy aspires to bring this remarkable fragrance to the world podium, celebrating the boldness and elegance that define the Gentleman Society.”
Givenchy Gentleman Society Eau de Parfum Ambrée is now available across all Givenchy Beauty counters at The Shilla Duty Free Singapore. ✈
