SINGAPORE. Parfums Christian Dior has partnered with The Shilla Duty Free and Changi Airport Group to launch the exclusive Miss Dior ‘The Couture Twirl’ animation at Singapore Changi Airport.
Running from 16 January to 11 March in Terminal 3, the activation celebrates Miss Dior’s rich brand universe while offering a multi-sensory beauty experience to travellers. It is described as “an illuminating celebration” of Miss Dior’s fragrance heritage.
The pop-up was launched to engage travellers throughout the peak Lunar New Year and Valentine’s Day travel and gifting season.
The immersive showcase is topped with a Miss Dior bow, replicating the fragrance bottle’s decoration, alongside the brand’s signature logo from 1967. Inspired by Dior’s traditional craftsmanship, the pop-up also features intricate embroidery and couture finishes.
Exclusive and experiental elements
Travellers are invited to discover the Miss Dior bottle at the pop-up’s entrance. Once inside, they can engage with various touchpoints including a Photo Moment station, a Miss Dior Light Up Experience and a beauty discovery zone.
The centrepiece is a grand ribbon recreation of the Miss Dior bottle, which is activated when visitors place a Miss Dior fragrance bottle on its pedestal. The installation creates a dynamic photo and video opportunity for travellers.
Visitors can explore the world of Miss Dior through a couture-inspired fabric consultation, where they receive personalised fragrance recommendations based on textile textures such as silk, velvet, cashmere, lace and tulle.
A dedicated Beauty Fitting area offers skincare consultations powered by Dior’s skincare analyser and makeup sessions incorporating the new Dior Addict Lip Glow range.
To further personalise the experience, a sketching service and embroidery personalisation are available with selected purchases.
Notably, the pop-up marks the debut of the Miss Dior Café in Asia Pacific travel retail, offering customers exclusive beverages and desserts inspired by The Couture Twirl concept. The café, open to those who make a purchase, adds an experiential layer to the beauty journey.
Exclusive launches and limited editions
Travellers can shop a variety of exclusive lines and collectibles at the activation. The Miss Dior Mini Miss is a travel-friendly, refillable fragrance collection housed in elegant jacquard cases.
Designed to mimic a lipstick case, the line is available in pearl grey and pink for Miss Dior Eau de Parfum, soft pink for Miss Dior Blooming Bouquet and black and pink for Miss Dior Parfum. In addition, ‘Miss Dior’ is stitched in white on a pink background, adding a couture signature to the cases.
The Miss Dior Parfum, an intense chypre composition infused with bespoke fruity jasmine and notes of wild strawberry, is also available.
In addition, Dior has partnered with French artist Eva Jospin to create a colourful hand-embroidered motif for a special Miss Dior trunk. The motif is entirely hand-embroidered by Ateliers Chanakya in India, and houses a glass bottle of Miss Dior adorned with a houndstooth pattern and dagger bow.
Only 116 mini trunks, designed by Jospin, have been released globally with two available for purchase at Changi Airport.
The pop-up showcases the Dior Addict Lip Glow, reimagined with an enhanced formula and colour palette. The range has been expanded to include warm undertones and is made with 97% natural-origin ingredients.
Infused with cherry oil, Dior Addict Lip Glow offers 24-hour hydration that protects lips with a natural barrier. Its formula adjusts to the wearer’s pH, creating a tailored glow for each skin type.
The partners celebrated the pop-up on 6 February with an official ribbon-cutting ceremony. The event welcomed senior executives representing Dior, Changi Airport Group and The Shilla Duty Free.
The Shilla Duty Free Vice President and Head of International Business Jeff Lee commented: “Travellers today are seeking new and exclusive retail concepts, so it is a privilege to unveil the Miss Dior pop-up, The Couture Twirl in collaboration with Dior and Changi Airport Group.
“Miss Dior is an eternal icon of youth, independence and female empowerment. We hope that the pop-up inspires travellers to discover, experience and gift this inspiring spirit as they travel through Singapore at the start of 2025.”
“The Miss Dior pop-up, The Couture Twirl, in Singapore embodies our vision to redefine beauty discovery in travel retail Asia Pacific,” added Dior APAC and LVMH Beauty APAC Travel Retail Managing Director Catherine Sauvage. “Travellers today seek uniquely curated experiences that blend iconic heritage with modern relevance, unlocking fresh opportunities for storytelling and engagement.
“The Couture Twirl brings to life Miss Dior’s duality of timeless elegance and contemporary edge, captivating the next generation of beauty enthusiasts. We thank our partners at The Shilla Duty Free and Changi Airport Group for their continued collaboration in elevating Dior Maison’s legacy and vision for travellers in Singapore.” ✈
A new chapter in the story of Miss DiorMiss Dior embodies the youthful elegance and modern femininity at the heart of the maison. Catherine Dior, sister to Christian Dior, described the fragrance’s legacy: “Miss Dior? The young perfume of the house, forever.” The fragrance is a celebration of duality, elegance, joy and femininity, the brand said. According to Dior, The Couture Twirl animation captures this spirit by incorporating couture elements with immersive experiences, embodying Miss Dior’s heritage while creating memorable experiences for travellers. |
