SINGAPORE. As revealed earlier on The Moodie Report’s Instagram, The Shilla Duty Free today celebrated the official opening of its 19 Cosmetics and Perfumes stores across Singapore Changi Airport’s three terminals.
The grand opening was marked by a series of launch festivities, which included special appearances by Korean pop duo TVXQ and Chinese actress and model Angelababy – The Shilla Duty Free’s official ambassadors.
The three brand ambassadors took part in a fan engagement event at the Terminal 3 Departure Hall, where fans were given the opportunity to meet the stars up close and receive exclusive The Shilla Duty Free giveaways. Following the fan event, they joined key representatives of The Shilla Duty Free and Changi Airport Group in the ribbon-cutting ceremony – attended by The Moodie Report – at the Terminal 1 Departure Hall.
The Shilla Duty Free Head and Senior Executive Vice President Jason Cha, who gave a speech at the ceremony, described the launch of the new stores as “a significant milestone” for the South Korean travel retailer.
“In collaboration with our brand partners and Changi Airport Group, our vision is not only to enhance the diversity in brand assortment, but also offer new innovative travel retail concepts to customers visiting Changi,” he underlined. “As an international hub for travellers, Singapore is the perfect location to create a beauty epicentre for the region, and we are confident that our expansive offering will be warmly welcomed.”
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The stage is set for the official opening ceremony of The Shilla Duty Free at Changi Airport T1. The store façade, with its curved linear shape and golden mother-of-pearl back wall, was designed to pay tribute to the sunset over the Singapore strait |
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The Shilla Duty Free Head and Senior Executive Vice President Jason Cha: “Our vision is not only to enhance the diversity in brand assortment, but also offer new innovative travel retail concepts to customers visiting Changi” |
Changi Airport Group Senior Vice President, Airside Concessions Ivy Wong said: “At Changi Airport, world-class retail offerings are an integral part of our award-winning airport experience. With the arrival of The Shilla Duty Free at Changi Airport, we have strengthened our retail value proposition for both Singaporean shoppers as well as international travellers.
“Changi Airport now offers the largest collective offering of beauty products in the country, and the world’s first “˜K-Cosmetics Hub’ outside of South Korea – at the most competitive prices compared to downtown Singapore and regional airports. The suite of newly revamped beauty stores by The Shilla Duty Free positions Changi as the best location in Singapore and the region to shop for beauty products,” she added.
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L-R: The Shilla Duty Free Executive Vice President, Marketing Division Gilhan Lee; The Shilla Duty Free Executive Vice President, Sales Division CH Kim; The Shilla Duty Free Head of Duty Free and Senior Executive Vice President/Board Director Jason Cha; TVXQ; Hotel Shilla CEO and President Boo-Jin Lee; Changi Airport Group CEO Lee Seow Hiang; Angelababy; Changi Airport Group Executive Vice President, Commercial Lim Peck Hoon; and Changi Airport Group Senior Vice President, Airside Concessions Ivy Wong officiate the ribbon-cutting ceremony at Singapore Changi Airport T1 (photo: The Shilla Duty Free) |
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L-R: Changi Airport Group CEO Lee Seow Hiang; Hotel Shilla CEO and President Boo-Jin Lee; and The Shilla Duty Free Head of Duty Free and Senior Executive Vice President/Board Director Jason Cha taking a tour of the newly opened T1 store (photo: The Shilla Duty Free) |
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L-R: Changi Airport Group CEO Lee Seow Hiang; Hotel Shilla CEO and President Boo-Jin Lee; TVXQ; and The Shilla Duty Free Executive Vice President, Marketing Division Gilhan Lee (far right) taking a tour of the newly opened T1 store (photo: The Shilla Duty Free) |
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TVXQ elevates the media frenzy to new heights (photo: The Shilla Duty Free) |
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The grand opening featured special appearances by Chinese actress and model Angelababy and K-pop duo TVXQ (photo: The Shilla Duty Free) |
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These pictures are testament to the star power of Shilla’s brand ambassadors |
The Shilla Duty Free stocks 182 perfumes and cosmetics brands, at prices up to -40% cheaper compared to downtown Singapore. The travel retailer also claims that its prices are the lowest among comparable outlets in the Asia Pacific region.
Over 80 brands are exclusive to Shilla at Changi Airport, 26 of which are new to the Singapore market. Some of the popular international brands include Jo Malone, Giorgio Armani cosmetics, NARS, Burberry cosmetics, Make Up For Ever, Clarisonic, and Fresh. Earlier in January, through its partnership with SK-II, The Shilla Duty Free launched the new SK-II AurActivator Complete Correction Cream at its T1 store. The first-in-world launch underlined the travel retailer’s mission to deliver the best in beauty to its consumers, Shilla said.
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Over 182 brands are stocked at The Shilla Duty Free, 80 of which are exclusive to Changi Airport and 26 new to the Singapore market |
With the growing influence of the Korean wave and demand for Korean beauty products among Asian travellers, The Shilla Duty Free has also introduced over 35 Korean brands – half of which are exclusively available at Changi – including Sulwhasoo, Whoo, Laneige, Hera, and It’s skin. Its Changi Airport offer is said to be the largest showcase of Korean cosmetic brands outside of South Korea, underlining the airport’s status as a K-Cosmetics Hub.
New and exclusive to The Shilla Duty Free at Changi Airport is leading Korean skincare brand Whoo, which also opened a new flagship store at the T1 Departure Check-In Hall. As part of Shilla’s launch celebrations today, the brand held a workshop introducing members of the press to its range of products, which uses the beauty formulas of the royal courts and Gongjinbidan to tackle aging skin.
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Korean cosmetics brands feature strongly in the product assortment, including Etude House, Missha, It’s Skin, Innisfree, Sulwhasoo, Laneige, and The Face Shop |
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Korean anti-ageing skincare brand Whoo held a workshop as part of Shilla’s launch celebrations, introducing media to the range of products at its new flagship store at T1 |
As reported, The Shilla Duty Free commenced operations at Changi Airport on 1 October 2014, taking over from long-time incumbent Nuance-Watson (Singapore) following a hotly contested tender. The concession includes 19 outlets covering about 5,500sq m from Terminals 1 to 3, and about 1,800sq m of space in the upcoming Terminal 4, scheduled for completion in 2017.
The newly renovated stores have been specially designed to provide customers with “the best beauty shopping experience at a duty free store”, according to Shilla. They feature a hierarchical in-store layout, with major cosmetic brands being given larger areas at the back of the store, allowing customers to easily identify their favourite brands and browse the latest products and promotions along the way. Beauty and luxury go hand-in-hand as these brands are set-up as themed shop-in-shops, creating a visually appealing pathway for consumers to navigate a wide variety of “˜mini-boutiques’ in one store, the travel retailer said.
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The store embraces a hierarchical layout, with top cosmetics brands such as Dior, La Mer, Chanel, Lancôme, Estée Lauder, and SK-II being given larger areas at the back |
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Themed shop-in-shops, designed as “˜mini-boutiques’, allow brands such as L’Occitane, Kiehl’s and Fresh to shine while letting consumers shop a wide variety of products under one roof |
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Fragrances are positioned to the front of the T1 store around an eye-catching lighted pillar display, offering clear sightlines of the entire store |
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A wide pathway offers ample space for trolleys and directs consumers throughout the store |
The Shilla Duty Free beauty duplex store at T3 – set to be a world first for Changi Airport – is due to be completed in June 2015. The mezzanine level will house a Dior Makeup flagship store, a beauty café, and an SK-II Pitera Spa.
For its T2 stores, Shilla has collaborated with Korean artist Sun-Ki Park on a statement piece inspired by the iconic Kinetic Rain sculpture at Changi Airport’s T1 Departure Hall. Park has designed a 37m-wide waterfall-shaped crystal installation made up of thousands of shiny crystal droplets hung on clear nylon threads, creating an “artful edge” to the vast ceiling and a premium setting for the store.
As part of its grand opening celebrations, The Shilla Duty Free is offering a host of promotions and special deals this month. Customers will receive a range of free gifts on top of a free face mask with every purchase and instant savings off their total bill (S$18 with over S$388 purchase, S$28 with over S$588 purchase and S$48 with over S$988 purchase in a single receipt).
Besides the 19 Cosmetics and Perfumes outlets, The Shilla Duty Free also operates two Maison de Chronus watch stores, offering over 3,000 watches from brands including Jaeger LeCoultre, Piaget, IWC, Tissot and Swatch; as well as the Prada and Bottega Veneta boutiques at T3. These concessions cover a total floor space of 6,030sq m.
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The celebrations mark the official launch of The Shilla Duty Free’s 19 Cosmetics and Perfumes stores at Changi Airport, pictured (top to bottom): T1 Departure Centre, T1 Arrival, T2 Departure Centre, and T3 Arrival (photos: The Shilla Duty Free) |
