May 2 2018  |  Airlines & Airports

A world-class experience with tailor-made services

By Hibah Noor

Executives from Maison Christian Dior, Changi Airport Group and The Shilla Duty Free take part in the ribbon-cutting ceremony

A ground-breaking Maison Christian Dior boutique has begun trading at Singapore Changi – and it’s the first of its kind to open in an airport in Asia Pacific.

The 45 square meter store opened for business on April 2 in Terminal 3 Departures Transit Hall in partnership with Changi Airport Group and The Shilla Duty Free. It is dedicated to the love of perfume, an olfactive lifestyle, and the art of gifting by Dior.

Elegant white marble and polished concrete are juxtaposed with a warm wood floor creating a light, understated ambience

For the first time in travel retail, the Changi boutique houses mitzah couture silk scarves, designed for perfuming and tying at your neck or wrist

Passengers can discover a large selection of fragrances, candles and soaps. The products are made by François Demachy, Dior’s Perfumer-Creator, to celebrate a contemporary French art de vivre.

Steeped in an elegantly Parisian ambience, the pop-up store also provides a window onto the perfume town of Grasse, thanks to a wall of images of Christian Dior’s Château de la Colle Noire and the flower fields.

Elegant white marble and polished concrete are juxtaposed with a warm wood floor creating a light, understated atmosphere.

A couture first for an airport boutique

The collection comprises 22 fragrance blend classics together with newcomers. Ambre Nuit and Cologne Royal sit alongside soft, musky Thé Cachemire, floral Sakura and Jasmin des Anges.

For the first time in such a space, the boutique houses mitzahs. These couture silk scarves are described as perfect for perfuming and tying at your neck or wrist, for a light and sophisticated scent. This marks the first time mitzah couture scarves have been available at a Maison Christian Dior boutique in an airport.

And for homes, a series of luxurious candles and soaps have been created by François Demachy. More lifestyle products will be added to the space.

The purchased products are housed in a customized box decorated with a colored cord and sealed with the Maison Christian Dior initialled wax seal.

Gregoire Walter, Area Manager South East Asia, Parfums Christian Dior, said: “With The Shilla Duty Free and Changi Airport Group, we share the conviction that in a fast-changing retail landscape, it is crucial to offer more exclusivity and innovation to our customers.”

He continued: “The Asia-first launch of Maison Christian Dior in an airport, that offers a world-class experience with tailor-made services, would not have been possible without the active collaboration of each party.

“This special relationship, made of mutual understanding of each other’s needs and constraints, is a great example of how working with a ‘Trinity’ spirit can bring to travel retail never-before-seen projects.”

Multisensory, immersive and personalized experience

Ms Teo Chew Hoon, Group Senior Vice President of Airside Concessions, Changi Airport Group, added: “We are excited to be the first airport in Asia Pacific to unveil the Maison Christian Dior. The luxurious concept, sensorial elements and tasteful spaces immerse travelers in the unique Parisian lifestyle. We certainly look forward to delighting travelers with the most captivating retail experience as they travel through Changi Airport this season.”

Ms Raelene Johnson, Vice President, Global Merchandise Division, The Shilla Duty Free, said: “Ever dedicated to presenting unique retail experiences to elevate the overall travel experience, The Shilla Duty Free is proud to be working closely with Changi Airport and Christian Dior Parfums to present a multisensory, immersive and personalized experience for our global shoppers with the exciting new launch of Maison Christian Dior.”

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