Travel retail highlights

The power of the pop-up at Beauty&You


The Shilla Duty Free has made its Curated Zone the centrepiece of the anchor Beauty&You stores at Hong Kong International Airport. To these purpose-built pop-up spaces it has added two of luxury's biggest names: Hermès and Christian Dior.

Each brand has brought its own bold personality and visuals to the space, blending this with a strong focus on innovative digitalisation, from infra-red technology to virtual reality. It's a showcase for the senses in a high-class new environment.

Parfums Christian Dior is the latest brand to take over the Curated Zone at Beauty&You in HKIA’s East Hall North.

The Dior Curated Zone highlights the new Joy by Dior fragrance. The customer’s “sensual journey” begins with a virtual reality experience.

The Hermès space features a tactile infrared technology that Shilla is introducing to Asia Pacific retail for the first time.


The Moodie Davitt e-Zine | Issue 248 | 28 September 2018