Retail in Asia


Shinsegae Duty Free unveils exclusive Byredo pop-up at Incheon airport

Shinsegae Duty Free has opened a pop-up store for Swedish niche perfume brand Byredo at Incheon International Airport Terminal 2.

The exclusive pop-up store is designed to provide a unique and immersive experience for fragrance enthusiasts, introducing them to the Puig-controlled brand’s luxury offerings.

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The boutique offers a curated selection of perfumes, bodycare, handcare, and home fragrances.

Shinsegae Duty Free said the pop-up’s minimalist and sophisticated design reflects the essence of Byredo, emphasising simplicity and luxury. The colour palette, inspired by the Year of the Blue Dragon, adds a touch of elegance to the overall ambience.

Professional consultants are available to assist customers in navigating the diverse range of products, ensuring a personalised and enjoyable shopping experience.

Source: Byredo

Shoppers receive exclusive gifts, including a hand cream (30ml), a hair perfume (75ml), and miniature eau de parfum (8ml), based on their purchase amount.

Each purchase is accompanied by a complimentary Byredo eau de parfum sample (8ml). The trois miniature eau de parfum (8ml) set can only be found at Byredo pop-up stores.

The store not only serves as a retail space but also provides a mini photo zone for customers to capture memorable moments at the beginning of their journey.

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“As the demand for niche perfumes continues to rise, Shinsegae Duty Free remains committed to offering a distinctive and premium pre-travel shopping experience,” the retailer said.

“The company recognises the evolving preferences of domestic and international customers and aims to cater to their needs by featuring coveted brands and products at Incheon International Airport.”