April 3 2018  |  Retailers

Changi and Shilla unveil limited edition Blossom Girls collection by Jo Malone

By Hibah Noor


Honorary ribbon-cutting to kick-off Blossom Girls collection by Jo Malone at Changi Airport


Located in Terminal 3 of Changi Airport, next to The Shilla Duty Free, the space itself has been designed to mirror the colorful, floral creative of the Blossom Girls campaign


To celebrate the Blossom Girls collection, Jo Malone London partnered with Changi Airport Group and The Shilla Duty Free to create a unique space in which visitors to the airport discovered the limited edition Colognes in an immersive environment.

Special guests joined representatives from Jo Malone London, Changi Airport Group and The Shilla Duty Free on the evening of March 28, 2018 to mark the opening of the exciting new installation.

The collection includes three Colognes – blooming Plum Blossom, playful Nashi Blossom and pretty Sakura Cherry Blossom. Inspired by the joys of spring, each one is presented in an eye-catching, vibrant bottle.

Located in Terminal 3 next to The Shilla Duty Free, the space itself has been designed to mirror the colorful, floral creative of the campaign and provides visitors with a variety of opportunities to discover the collection for themselves. Services include Fragrance Combining Consultations and Express Hand & Arm Massages.

Visitors also enjoyed live Jo Malone London box calligraphy, a Blossom Girls-themed tunnel and GIF photo booth and the opportunity to personalize a charm, with which they decorated their Jo Malone London bag.

“We are excited to bring our fresh, fun, limited edition Blossom Girls collection to travel retail. We hope travelers passing through will fall in love with the scents and enjoy discovering the collection in this interactive way,” said Ayaz Furniturewalla, Vice President/General Manager, Travel Retail, Jo Malone London.

“We are delighted to partner with Jo Malone London and The Shilla Duty Free to bring this limited-edition collection here to Changi Airport before its global launch. Passengers can look forward to discovering Jo Malone London’s unique and enchanting fragrances amid a variety of fun activities in this exclusive space, set to thrill and indulge,” said Teo Chew Hoon, Group Senior Vice President of Airside Concessions, Changi Airport Group.

“We are proud to partner with Jo Malone London to bring back the limited edition Blossom Girls collection to travel retail. Strategic partnerships such as this elevate the shopping experience for travelers, enhancing customer engagement through experiential activities,” said Raelene Johnson, Vice President of Global Merchandising Division, The Shilla Duty Free.

Guests to the launch event included: Changi Airport Group Executive Vice President, Commercial, Lim Peck Hoon, Changi Airport Group Senior Vice President, Airside Concession, Teo Chew Hoon and Vice President of Global Merchandising Division, The Shilla Duty Free, Raelene Johnson.

Blossom Girls was available at The Shilla Duty Free, Changi Airport from March 26, 2018. Customers can exclusively pre-order the limited edition scents via iShopChangi from March 19 – May 10, 2018. The collection launched globally April 1, 2018.


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