SINGAPORE. On 24 September, Lagardère Travel Retail Singapore received the Patron of Heritage Award 2023 from the National Heritage Board.
The accolade highlights Lagardère Travel Retail Singapore’s efforts to promote Singaporean heritage, particularly through its Discover Singapore campaign: ‘Celebrate All Things Peranakan’.
As reported, Lagardère partnered with The Intan museum last year to showcase Peranakan heritage at Singapore Changi Airport. The campaign showcased original artefacts from the early 1900s amid an assortment of Peranakan-inspired creations.
The in-store displays immersed visitors in Peranakan culture, using interactive storytelling and impactful visual merchandising.
Travelllers were encouraged to personalise their experience by capturing photographs against the backdrop of the heritage shophouse façade.
They could also take home a selection of local delicacies representing Peranakan cuisine and its hybridised roots. Discover Singapore also offered limited-edition themed gifts and souvenirs with hand-painted designs and motifs.
Lagardère Travel Retail Singapore Chief Executive Officer Ann Pang remarked: “This award is a true testament to the hard work and dedication of our entire team. They poured their heart and soul into making this vision a reality, alongside a strong partnership with The Intan.
“It represents our drive to continually feature our heritage and bring an exceptional sense of place to enhance the retail and cultural experiences in travel. This is a win for all of us who believe in the power of heritage, culture and creativity.” ✈
