Jo Malone London (part of The Estée Lauder Companies) has partnered with The Shilla Duty Free and Changi Airport Group to create a Gingerbread Land at Singapore Changi Airport.
Located in the Terminal 3 Transit Departures Hall, the activation will run until 30 November. It showcases a full range of products from Jo Malone London’s new Holiday Collection.
The installation features a festive forest of candy cane stripes, cologne-decked trees, piles of presents, and a range of interactive features designed to drive engagement.
The experience begins when pop-up visitors are invited to knock on the front door of the Gingerbread house to bring it to life. Pink candy floss ‘smoke’ rises from the chimney, while a gingerbread man peeks out from the sweet decorations.
Showcasing Jo Malone scent pairing
At the Scent Discovery station, travellers are guided through Jo Malone London’s Scent Pairing process. This highlights how popular classics such as English Pear & Freesia and Wood Sage & Sea Salt can be combined with seasonal favourites like Ginger Biscuit and Orange Bitters.
Ginger Biscuit combines notes of ginger, nutmeg, cinnamon and caramel, enhanced with hazelnuts, Tonka bean and vanilla. Orange Bitters, inspired by a cocktail, incorporates zesty citrus notes atop a base of sandalwood and amber.
Jo Malone London’s gifting portfolio is an integral feature of the Gingerbread Land activation. Key items include the Gingerbread Land Home Candle Trio, and the Mr Malone Luxury Collection, available exclusively in Singapore at The Shilla Duty Free Singapore.
Jo Malone London’s Advent Calendar, which features a gingerbread-inspired design, is also available to purchase. It offers 25 scented surprises, including miniature colognes, 50ml bath & body luxuries, and a 30ml cologne in one of the brand’s most popular scents. Once empty, the advent calendar can be repurposed as a jewellery case, desk tidy or crafting kit.
Personalised Holiday gifting
The Gingerbread Land pop-up also provides travellers with the opportunity to craft personalised Holiday decorations. Additionally, with any purchase from the pop-up, visitors can redeem scented gifts of cologne samples, travel-sized and full-sized products at the Jo Malone London Gift Grabber.
Finally, visitors who share photos of their visit to Gingerbread Land on Instagram or Facebook, which mention @ShillaDutyFreeSG and the hashtags #JoMaloneLondon and #Changi1st, will receive a scented gift.
“Celebrating the magic of the Holiday season, Jo Malone London’s Gingerbread Land is a testament to the brand’s heritage of spreading joy and embracing the spirit of generosity,” noted Ayaz Furniturewalla, Senior Vice President/General Manager, Jo Malone London, Travel Retail Worldwide, The Estée Lauder Companies.
“Poised as the ultimate gifting destination for Holiday, Jo Malone London hopes to offer travellers a joyous and whimsical experience with Gingerbread Land and we look forward to showcasing for travellers the scents of the season.”
The Shilla Duty Free Singapore Vice President and Managing Director Jeff Lee commented: “As the festive season draws near, we are excited to collaborate with Jo Malone London Travel Retail, offering travellers a delightful array of scented gift ideas at Gingerbread Land.
“In the spirit of gifting, we are pleased to present travellers with exclusive product offerings, promotions and gifting services that are available at Jo Malone London Gingerbread Land.”
Changi Airport Group Senior Vice President of Airside Planning & Leasing and T5 Planning Chandra Mahtani added: “Changi Airport Group is delighted to unveil an array of captivating activities for this holiday season. We’re excited to partner Jo Malone London Travel Retail to add an extra sprinkle of enchantment to the transit area too.
“The enchanting Gingerbread Land comes to life through state-of-the-art animatronics, guiding travellers on a multi-sensory odyssey, embracing them with visual splendour, melodic allure, and fragrant delight. It’s an experience that promises to leave a lasting impression on every traveller.”
Asia & Pacific,
Asia & Pacific,
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