Retail in Asia

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Jo Malone London and The Shilla Duty Free unveil activation in Changi Airport

Jo Malone London, owned by the Estée Lauder Companies, has partnered with the Shilla Duty Free and Changi Airport Group to unveil the Gingerbread Land activation in Changi Airport. It is located in the Departure Hall of Terminal 3 and is running until 30 November.

The festive animation features a forest of candy cane stripes, complete with cologne-decked trees and premium presents.

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Travellers are invited to knock on the door of the Gingerbread house to bring it to life as pink candy-floss smoke rises from a chimney and a gingerbread man peers from inside the window. This also illuminates the sweets that surround the gingerbread house.

The Changi-first animation showcases Jo Malone London’s bestselling scents via a Scent Discovery station where travellers are guided through a scent pairing experience.

Gingerbread Land is designed with an array of interactive features which showcase Jo Malone London’s holiday gifting offer. Source: Jo Malone London

Here, travellers can discover classic Jo Malone London scents such as English Pear & Freesia and Wood Sage & Sea Salt, alongside seasonal scents such as Ginger Biscuit and Orange Bitters.

Ginger Biscuit offers spiced ginger, nutmeg and cinnamon notes with hazelnuts, Tonka bean and vanilla.

Orange Bitters is inspired by a winter cocktail. It opens with fresh mandarin top notes, bitter orange heart notes and rich sandalwood and amber notes at its base.

The animation highlights Jo Malone London’s holiday gifting portfolio with a focus on the Gingerbread Land Home Candle Trio, which contains candy-cane striped candles of the brand’s popular scents. It also highlights The Shilla Duty Free Singapore-exclusive Mr Malone Luxury Fragrance Collection, which offers elevated gifting essentials for men.

A gingerbread-inspired design of the Jo Malone London Advent Calendar is available to purchase at the pop-up. The calendar offers 25 scented mini products including colognes, 50ml bath & body expressions and a 30ml cologne of one of the brand’s most popular scents. Once empty, the calendar can be upcycled as a jewellery case, desk tidy or crafting kit.

Visitors to the animation can create their own personalised holiday decorations and use these to customise their Jo Malone Gift Box purchases. Travellers can also redeem scented gifts, cologne samples, travel-sized and full-sized products at the Jo Malone London Gift Grabber zone, free with any purchase at Gingerbread Land.

Travellers can discover Jo Malone London’s year-round fragrance offer, alongside seasonal scents such as Ginger Biscuit and Bitter Orange, at the Scented Discovery table. Source: Jo Malone London

As a final flourish, Jo Malone London is encouraging travellers to take a photo at Gingerbread Land and share it on Instagram or Facebook to receive special gifts. Travellers simply need to share them on social media mentioning @ShillaDutyFreeSG and with the hashtags #JoMaloneLondon and #Changi1st.

Jo Malone London Travel Retail Worldwide senior vice president/general manager Ayaz Furniturewalla commented: “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.

“Poised as the ultimate gifting destination for the holidays, 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.”

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The Shilla Duty Free Singapore vice president and managing director Jeff Lee added: “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.”