Shiseido Travel Retail partnered with the National University of Singapore (NUS) to create its stand at TFWA Asia Pacific this year (Level 1-U9).
An open platform project to design the stand was launched with fourth year student Josh Ho and second year student Roger Goh submitting the winning concept, called ‘Strength and Beauty’.
The winners were given the opportunity to intern with Shiseido Travel Retail for six months and help make their stand concept a reality.
“We are very proud to partner with NUS on this meaningful initiative, which marks Shiseido Travel Retail’s desire to nurture young talent by providing them with the opportunity to shine in their field,” said Shiseido Travel Retail Design Centre Director Eyan Chang.
“This was a fantastic partnership, which gave the students critical experience in the application of their talent, including the fostering of self-confidence and communication skills.
“Josh and Roger’s concept echoed Shiseido Travel Retail’s ethos of championing strength and beauty, as we continue our journey of growth. With this first step, we hope to work with more institutions in the future, to push creative boundaries and enrich talent together.”
Shiseido’s booth has a much larger space of 202.5sq m this year compared to 2017. It takes inspiration from the shape of an octagon, from which Shiseido gets its name, as well as brand philosophies such as celebrating the individual’s source of beauty and the ability to express oneself.
The booth is reminiscent of an art gallery that informs visitors of the technique, artistry and character behind each product. Digital screens showcase some of Shiseido’s innovations, while a ‘Red Box’ corridor invites visitors into the space.
The colour scheme of red and white was chosen to represent virtues including purity, confidence and energy, which ties in with the ‘Strength and Beauty’ concept.
“This year, we hope that our new stand at TFWA Asia Pacific will foster a sense of anticipation, together with a feeling of wonder and amazement at the scale, grandeur and elegance, held together in a harmonious bond,” concluded Chang.
