Anniversary celebration: Shilla and Dior create “the most immersive, indulgent retail experience” at Singapore Changi Airport

SINGAPORE. The Shilla Duty Free Singapore, Changi Airport and Dior today unveiled a Miss Dior Exceptional Edition outpost at Singapore Changi Airport.

The promotion, which runs until the end of September, previews and celebrates Dior’s latest feminine fragrance. The launch marks the 70th anniversary of the opening of the Christian Dior fashion house and the introduction of its first fragrance, Miss Dior.

The full Miss Dior Exceptional Edition launch takes place at Changi at the end of August.

The pop-up outpost, titled Miss Dior Exceptional, takes centre stage in Terminal 1’s departure transit hall.

“We look forward to delighting travellers with the most immersive, indulgent retail experience as they travel through Changi this August” – Changi Airport Group Senior Vice President of Airside Concessions Teo Chew Hoon

“Christian Dior Parfums is thrilled to present yet another exciting and innovative fragrance launch at Singapore Changi Airport,” said Christian Dior Parfums Regional Marketing Director Travel Retail Asia Pacific Marine Guillaume Blanchett.

“The new Miss Dior edp is the embodiment of our new couture spirit and resonates with the modern-day woman.”

Changi Airport Group Senior Vice President of Airside Concessions Teo Chew Hoon said: “From the perfect photo opportunity in the iconic pink Miss Dior Jaguar to the virtual reality headset that takes travellers through the flower fields of Christian Dior’s home La Colle Noir [Christian Dior bought the Château de La Colle Noir in 1950 -Ed] Christian Dior Parfums’ latest contemporary pop-up concept at Changi Airport is set to impress.

“We look forward to delighting travellers with the most immersive, indulgent retail experience as they travel through Changi this August.”

For every instagram post, Dior will donate US$1 to the charity WE Movement supported by Natalie Portman

The Shilla Duty Free Vice President, Global Merchandise Division Raelene Johnson said: “Ever dedicated to presenting experiential and unique retail experiences to elevate the travel experience, The Shilla Duty Free is proud to be working closely with Changi Airport and Christian Dior Parfums to present a multi-sensory, immersive and personalised six-week experience for our global shoppers with the exciting new launch of Miss Dior edp.”

The outpost allows passengers to view the pink Miss Dior Jaguar car, shown in the upcoming campaign featuring actress Natalie Portman. This luxury convertible replica – the only one of its kind – will not be available anywhere else worldwide, offering travellers the chance to emulate the experience of starring in a Dior commercial and bring home a photo memento of themselves in the driver’s seat.

“And you, what would you do for love?”

A giant installation of the Miss Dior bottle, features an electronic screen that reads, “And you, what would you do for love?” The installation, designed to mirror the elegance and energy of a Dior catwalk, affords another photo opportunity for travellers.

The interactive digital wall allows travellers to snap a digital polaroid selfie before writing their answers on the touchscreen. Their photos, with accompanying answers, are printed as well as e-mailed to them.

Creating a worldwide love chain

Travellers can also post their photos on their instagram account, using the hashtag #missdiorlovechain. For every instagram post, Dior will donate US$1 to the charity WE Movement supported by Natalie Portman [see panel and videos below for details on this remarkable cause, one whose values are arguably more important today than at any point in recent history].

All photos taken will form part of a ‘worldwide love chain’ travelling through Changi Airport and showcased in a Dior exhibition in 2018.

Embarking on a ‘Dior expedition’

Passengers can also embark on a whirlwind tour of the Dior universe “via Dior eyes” by donning a virtual reality headset.

The immersive experience shows travellers around the flower fields of French fragrance capital Grasse, as well as Château de La Colle Noir

A chance to buy the Miss Dior couture edition

Customers can even buy a piece of the exclusive Miss Dior couture edition, adorned with a couture bow handstitched by Dior haute couture ateliers. Only 47 pieces are available worldwide as a nod to the fragrance’s launch in 1947. Three pieces are available for purchase at The Shilla Duty Free.

Customers can have their fragrance purchase gift-wrapped and tied with satin ribbons. Additionally, anyone purchasing a Dior fragrance or lipstick can customise their purchase by having it engraved on site.

ABOUT WE MOVEMENT WE Movement is designed to bring people together and give them the tools to change the world. “Today, we are millions of passionate young people, women and men working together to shift the world from ‘me’ to ‘we’, the organisation says. It is based on five core principles: -Me into WE We are a movement comprised of individuals with unique gifts, talents and contributions. Together, we are powerful beyond measure, knowing that our strength lies in the uniqueness of us. However, the movement isn’t complete without you. We are capable of doing more together than any one of us could do alone. -WE is Everyone Anyone can make a difference. We believe in the democratisation of impact. There are myriad ways to participate both through giving back and our daily choices. We believe in the inclusive nature of doing good and that anyone can apply their individual passion to a collective world-changing impact. -WE Are the Change We are defined by our daily efforts. If we don’t take action, who will? We believe that our actions will inspire others to do the same. These actions will help create a tidal wave of impact. We know that small things add up to great change. Because, WE starts with me. -WE Are a Global Community We are involved with each other in a global connection — with our friends, our families, our communities and the world. We ask, what else can I do? We believe in giving of ourselves to help raise a compassionate future generation that looks for any opportunity to make a difference. -I Am WE WE is a movement that exists for one reason: to make the world a better place. We are shameless idealists who believe that there is a version of our highest selves that comes from living a life of daily legacies. Our lives take on a deeper, transformative meaning when we impact the lives of others. I am WE.

 

https://youtu.be/eqtzsIEn-lg