SINGAPORE. Christian Dior has partnered with The Shilla Duty Free and Changi Airport Group to reveal the Le Jardin Dior animation.
The multifaceted event space is located in Terminal 3 and showcases Dior’s triple-axis portfolio of fragrance, makeup and skincare. The partners celebrated the opening of the pop-up on 25 January with a glamorous VIP event.
The ‘Le Jardin Dior, Couture Garden’ concept – exclusive to Changi Airport – takes travellers on an immersive shopping journey.
Flowers are the central theme of the animation, which features intricate floral patterns designed by Italian artist Pietro Ruffo. According to the Maison, the motif blends the house’s ‘historic elegance and contemporary vision’.
Le Jardin Dior offers distinctive zones: Photo Moment, Olfactory Discovery, Exclusive Atelier and Beauty Fitting.
At the Olfactive Discovery area, travellers are introduced to Dior’s key fragrance franchises through a subtle scenting experience. Dior Brand Consultants are on-hand to tell the stories behind key lines: Miss Dior Eau de Parfum, Miss Dior Blooming Bouquet, Miss Dior Roses N’Roses as well as the masculine Dior Sauvage.
In the Beauty Fitting area, shoppers can enjoy personalised skincare consultations from the Dior skincare analyser and try exclusive makeup looks using limited-edition products in the pop-up.
These include the couture-inspired Diorshow 5 Couleurs 833 Dior Dream, 813 Mimirose, Rouge Blush Rose Popeline and Dior Addict Lipstick 658 Coral D-Lite.
A giant Miss Dior bottle sits at the centre of the Photo Moment area, serving as an ideal backdrop for selfies.
The Miss Dior Mini Miss solid perfume stick – a refillable housed in a couture branded case – is the animation’s biggest launch. The solid perfume was pre-launched at Changi Airport, before its official global launch in January.
The perfume stick is available in two scents, Miss Dior Eau de Parfum and Miss Dior Blooming Bouquet. The alcohol-free formula is enriched with rose wax and fine oils to deliver a light, non-sticky and hydrating feel.
Miss Dior Eau de Parfum is centred on a rose note blended with iris, peony, lily-of-the-valley and base notes of vanilla and warm woods.
Miss Dior Blooming Bouquet blends Damascena rose, peony and sweet pea with patchouli and comforting white musks.
The Miss Dior Parfum Eva Jospin Mini Malle collection of mini trunks is a standout element of the pop-up. Each trunk, which houses a Miss Dior Eau de Parfum fragrance, is hand-crafted by artisans and features wild floral patterns. The trunks take inspiration from a floral dress created by Dior couture ateliers.
Travellers can enjoy an array of luxurious personalisation services at the Exclusive Atelier. These include the engraving of alphabet charms, which are available as an additional purchase when shoppers buy either the Miss Dior Eau de Parfum or Miss Dior Blooming Bouquet scents.
Customers can select their initials or classic Dior motifs and add an extra touch of personalisation with a Dior bow. Changi Airport is the only Asian airport to offer the service.
As a final flourish, travellers can elevate their purchase with floral gift wrapping designed by Ruffo.
The Shilla Duty Free Singapore Vice President Managing Director Jeff Lee commented: “The Dior pop-up is a culmination of our long-standing Trinity partnership with Dior, Changi Airport Group and The Shilla Duty Free, brought together by the common goal and commitment to always bring the best experience to entertain and engage our travellers with innovative new concepts and events.”
LVMH Beauty Travel Retail Asia Pacific Managing Director Dior Catherine Sauvage commented: “The unveiling of the Miss Dior and Dior pop-up today is a momentous occasion for Dior. It symbolises our strong Trinity collaboration and is a culmination of our efforts to not only create a multi-sensorial experience blending makeup, skincare and fragrance, but also push the boundaries between luxury and beauty.
“At Dior, we continually strive to transcend traditional retail experiences, and today, with Changi Airport as our flagship, we mark a new chapter in this journey.”
“Together with the House of Dior and The Shilla Duty Free Singapore, we’ve curated an exciting world-first concept that draws travellers into a whimsical realm to rediscover Dior favourites,” added Changi Airport Group Head of Airside Concessions Division Chandra Mahtani.
“Aligned with our dedication to constantly bring memorable and unique experiences to shoppers, we are certain that this immersive activation will take visitors on a retail journey they’ll not soon forget.” ✈
