Parfums Christian Dior has partnered with The Shilla Duty Free (Shilla) and Changi Airport Group to create a Les Parfums pop-up at Singapore Changi Airport, running from 17 June to 28 July.

The store is located in Terminal 1 and the aim of the pop-up is to take passengers on a multi-sensory journey through the brand’s fragrances and provide ‘retailtainment’ courtesy of various touch-points.

Fragrance consultations allow travellers to discover their own Dior scent and related fresh flowers. Experts are on hand to help customers create their own Dior make-up look while they discover the Rouge Dior exclusive shades.

PICTURE OPPORTUNITY

Dior is recreating its own flower fields for the first time in an airport and exclusively for SIN. The flower fields are reminiscent of those near Christian Dior’s Le Come home in Grasse, on the French Riviera.

The floral swing allows customers to pose in front of the rose centifolia garden and take home a souvenir. Gifts can be personalised with Dior’s exclusive Singapore ribbon.

Gregoire Walter, Area Manager, South East Asia, Parfums Christian Dior commented: “At Parfums Christian Dior, we want to create unique and indulgent fragrance exploratory journeys for our customers, where they can find a fragrance that he/she can call his/her own.

“Thanks to the strong Trinity partnership with the Shilla Duty Free Singapore and Changi Airport Group, we’ve recreated the rose fields and Grasse gardens and brought to life an immersive fragrance journey in a heritage fragrance house like Parfums Christian Dior through its Le Parfums pop-up in Terminal 1.”

Teo Chew Hoon, Group Senior Vice President, Airside Concessions, Changi Airport Group said: “We are delighted to partner with Parfums Christian Dior and Shilla Duty Free Singapore for this global exclusive pop-up that brings to life the origins of Dior’s perfume-making experience.

“With Rose Tea and Jam Tasting and unique photo opportunities in the rose fields of Grasse right here at Changi Airport, passengers can indulge in an immersive experience through the art of fragrance.”

Jeff Lee, Managing Director, The Shilla Duty Free Singapore, describes the pop-up as another milestone. “We are honoured to bring to our shoppers this exclusive and unique retail experience that is multi-sensory, enchanting and one-of-a-kind.”