Retail in Asia


The Prada Holiday Gift Factory lands in Changi Airport with The Shilla Duty Free

L’Oréal Travel Retail, The Shilla Duty Free and Changi Airport Group have partnered to unveil the Prada Holiday Gift Factory in Singapore Changi Airport Terminal 1. The pop-up is running at the Transit Departure Hall from 14 October to 23 November.

The circular gifting animation is dressed in a vibrant colour palette of gold and mint green. It showcases Prada Beauty’s fragrance portfolio with a special focus on the Paradoxe fragrance line, the brand’s key launch in 2022. The scent offers a white floral olfactory bouquet and is contained in a triangular bottle.

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The animation offers an array of exciting O2O retailtainment experiences. Travellers can scan a QR code to unlock the digital Pradaverse and experience the Prada Holiday Gift Factory through a filter that features gold, glitter elements.

Source: Prada Beauty

A motion-sensored display screen is a standout element. Here, visitors can discover the story of the Prada Paradoxe fragrance and learn about its key fragrance ingredients by lifting a bottle off the shelf and activating the screen.

According to the brand, Prada Paradoxe is a celebration of ‘the paradoxical multidimensions of women’. It was created by master perfumers Nadège Le Garlantezec, Shyamala Maisondieu and Antoine Maisondieu who collaborated with Head Designer Miuccia Prada and Creative Director Raf Simons to create the scent. It offers notes of Moroccan Neroli Oil, Vanilla Infusion and Calabrian Bergamot; all ingredients that can be discovered via the interactive display screen.

Source: Prada Beauty

A festive ‘Christmas Tree’ of Prada Beauty gift boxes sits at the centre of the space and contains travel retail-exclusive Prada gift sets. The rotating centrepiece highlights the brand’s premium gifting appeal. By pressing a button, travellers unlock a the premium gifts-with-purchase including tote bags, drawstring pouches and Prada Christmas ornaments. They can also enjoy limited offers and collect samples.

As a final flourish, travellers can complete their Prada Holiday Gift Factory journey at the Personalisation Atelier with customised fragrance purchases with an exclusive seasonal Prada charm.

For any purchase of a full-sized Paradoxe (90ml) or Les Infusions (100ml) scent, shoppers can hot stamp their initials on a personalised Prada mini-leather ascot which they can use to accessorise their fragrance bottles.

Source: Prada Beauty

L’Oréal Travel Retail Asia Pacific general manager, designer brand fragrances, Ricardo Schmidt Diaz said: “Prada is one of the most desirable luxury brands in the world, driven by a pioneering vision. This brand transcends trends and constantly challenges conventions. What you see in this Prada Beauty’s Holiday Gift Factory is testament to this.

“With the strong and relentless partnership with The Shilla Duty Free Singapore and Changi Airport Group that L’Oréal Groupe has enjoyed over the years, we will continue to bring excitement and innovative experiences to travellers.”

“This holiday season, in an exciting collaboration with The Shilla Duty Free and Prada Beauty, we are thrilled to introduce the world’s inaugural Prada Holiday Gift Factory,” added Changi Airport Group’s managing director of airside concessions Teo Chew Hoon.

“This innovative venture is designed to infuse the spirit of celebration into our passengers’ travel experience, offering interactive tech elements that promise to ignite the joy of giving. We look forward to enhancing every traveller’s journey with this engaging celebration of the festive season.”

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The Shilla Duty Free Singapore vice president and managing director Jeff Lee added: “We are excited to collaborate with Prada Beauty and provide travellers with the chance to not only explore the brand’s range of fragrances, but to explore exclusive gift sets and personalisation options through this never-seen-before concept that truly elevates the travel retail shopping experience especially during this festive season.”