Retail in Asia


Penhaligon’s ‘Festival of Flight’ showcases strong sense of place at Incheon Airport

Puig-owned perfumery Penhaligon’s, in partnership with The Shilla Duty Free, has revealed its first travel retail-exclusive ‘Festival of Flight’ concept in Incheon International Airport Terminal 2. 

The pop-up is inspired by early aviation days, showcasing old travel contraptions and machines such as a hot air balloon, propeller plane and blimp. 

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The 30-square-metre space encourages consumer engagement through an interactive photobooth activity in which the brand takes travellers on a virtual journey from Seoul to London (Penhaligon’s home). 

During this digital trip, shoppers can ‘visit’ landmarks of cities along the way and download a video of their journey as a keepsake. They can share the video on social media to receive a 10ml complimentary handcream.  

The retro-futuristic animation showcases aviation history and incorporates digital elements to engage travellers. Source: Penhaligon’s

The ‘Festival of Flight’ pop-up also features a Destination Fragrance Profiling experience in which Penhaligon’s fragrance experts help travellers find their signature scent.

This activation also marks the launch of Penhaligon’s Potions & Remedies collection in South Korean travel retail. The collection, known as ‘the forgotten formulas’, features five scents: Vra Vra Vroom, Eau the Audacity, Liquid Love, A Balm of Calm and A Kiss of Bliss. 

The British fragrance house noted: “The line tells the tale of master apothecarist William Penhaligon. He worked in his secret workshop, creating a lineup of remedies and concoctions crafted to channel feelings of serenity, love, vigour, courage and desire – five feelings for five beautiful scents.” 

Several other Penhaligon’s ranges are available to purchase at the ‘Festival of Flight’ pop-up, including British Tales and Portraits fragrance collections, as well as a selection of bath and body products and fragrance discovery sets. 

Penhaligon’s is offering shoppers gifts-with-purchase that incorporate Korean culture to evoke a strong Sense of Place. These include luggage stickers of Korean landmarks, mini fragrance vials, hand creams and a passport pouch. 

The Shilla Duty Free said that niche perfumes and emerging beauty brands are proving a big hit at its fragrances & cosmetics store in Incheon International Airport Terminal 2. Source: Penhaligon’s

Customers can also indulge in a limited-edition fragrance set – adorned with packaging featuring old travel contraptions – exclusively curated for the ‘Festival of Flight’ activation. 

Puig Executive vice president, global travel retail, Kaatje Noens said: “The distinctive ‘Festival of Flight’ activation, with a strong Sense of Place focus, serves as a novel way to explore the world of Penhaligon’s while capturing the excitement of travel.  

“We look forward to rolling out this travel retail-exclusive concept to more doors over the coming months, and further bringing to life the exploration mindset of William Penhaligon.” 

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The Shilla Duty Free vice president, merchandising and travel retail, Changha Shin commented: “We are delighted to partner with Penhaligon’s to launch the first-ever Festival of Flight pop-up in global travel retail at South Korea’s busiest airport.  

“The intriguing animation, with its fun Sense of Place elements, perfectly aligns with The Shilla Duty Free’s commitment to elevating the travel retail experience by offering exclusive and differentiated services that resonate with travellers.”