BRAND HIGHLIGHTS
A spectacular retail offer
We bring you pictorial highlights of some of the biggest brand openings at the cdf Haikou mega store, which is shaping up to be travel retail’s most dazzling jewel in the sunny shores of Hainan.
Since its opening in October 2022, the cdf Haikou International Duty Free Shopping Complex has welcomed a suite of exciting luxury openings across all categories. It has also hosted some major events in the luxury world, including blockbuster beauty pop-ups, milestone spirits openings and the third annual Watches and Wonders Exhibition in Hainan.
Watches and Wonders
The third Watches and Wonders luxury watches exhibition to be held in Hainan is in full swing at the cdf Haikou International Duty Free Shopping Complex.
The event, inaugurated on 2 December and running until 28 February, is jointly organised by China Duty Free Group and Fondation de la Haute Horlogerie.
Described as China’s only luxury watch exhibition in 2022, Watches and Wonders features some of the great names of the watch industry, a stellar 13-brand line-up from A. Lange & Söhne, Baume & Mercier, Cartier, Girard-Perregaux, Hermès, IWC, Jaeger-LeCoultre, Montblanc, Panerai, Piaget, Ulysse Nardin, Roger Dubuis and Vacheron Constantin.
The maisons are showcasing their classic watch collections and extraordinary watchmaking skills and traditions, CDFG said. The immersive and interactive experience offers a unique “watch feast” for consumers, CDFG said.
Noting that the 2022/23 event is the third such collaboration, CDFG said this reflects its status as the world’s largest travel retailer and the “limitless potential” of Hainan’s offshore duty free market.
The exhibition also underlines CDFG’s strong relationship with the various brands participating. The exhibition area of nearly 1,000sq m focuses on advanced watchmaking technology, featuring more than 100 luxury timepieces from the 13 internationally renowned brands.
上个月，第三届“钟表与奇迹”海南高级钟表展在cdf海口国际免税城、cdf三亚国际免税城南北两地共同启幕。
该展览由中免集团和瑞士高级制表基金会（Fondation de la Haute Horlogerie）联合举办，于2022年12月2日开幕，将持续至2月28日。
据中免集团介绍，本届“钟表与奇迹”是2022国内唯一高级钟表展，参展作品来自包括朗格（A. Lange & Söhne）、名士表（Baume & Mercier）、卡地亚（Cartier）、芝柏表（Girard-Perregaux）、爱马仕（Hermès）、IWC万国表、积家（Jaeger-LeCoultre）、万宝龙（Montblanc）、沛纳海（Panerai）、伯爵（Piaget）、罗杰杜彼（Roger Dubuis）、雅典表（Ulysse Nardin）及江诗丹顿（Vacheron Constantin）在内的13个高级制表品牌。
中免表示，展览将向全球钟表爱好者展示其经典钟表系列与超凡腕表作品，并通过一系列沉浸式互动活动体验，向全球消费者奉献一场独特且盛大的钟表盛宴。
这是中免集团与瑞士高级制表基金会第三次合作在海南举办高级钟表展览。集团表示，“这不仅体现出中免集团作为全球最大旅游零售商强大的品牌号召力以及与品牌伙伴间稳固的合作关系，同时也再次印证了海南离岛免税市场的无穷潜力”。
在开幕式上，中国旅游集团中免股份有限公司副总经理、中免集团海南运营中心总裁、中免（海口）国际免税城执行董事高绪江表示：“在不平凡的2022年里，中免集团在母公司中国旅游集团的领导下，积极履行央企社会责任，践行‘诚信经营、优质服务’理念，始终把‘加大品牌引进力度，提升海南免税购物国际竞争力’作为主要任务，尽最大努力满足不同消费者的购物需求，以此来进一步拉动和吸引海外消费回流。”
Prada Paradoxe makes a compelling statement
L’Oréal Travel Retail Asia Pacific marked the recent launch of the Prada Paradoxe fragrance line by opening indoor and outdoor pop-up spaces at cdf Haikou International Duty Free Complex in November.
The outdoor pop-up took the form of a three-storey tall structure where the Prada Paradoxe bottles appear to be balancing on each other. Visitors could step into the bottle where they encountered a digital experience that provided a preview to the second pop-up inside the mall. This structure was also the tallest Prada Paradoxe pop-up in the world.
The second pop-up was located at the heart of the AURA atrium. It was clad in signature Prada green and being translucent, offered visitors a 360-degree view through the pop-up. The installation was flanked by a 27 metre-high, 12 metre-wide screen to draw visitors in.
The indoor pop-up “brought multiple immersive experiences to the visitor” and focused on introducing guests to the Prada Paradoxe line. Divided into different zones, the Ingredient Zone allowed visitors to explore the ingredients of Prada Paradoxe.
At the Photography Zone, visitors were led into the universe of Prada Paradoxe through immersive AR technology. Using an AR lens, visitors could select various scenes, eye makeup and even Prada embellishments, which were inspired by the Prada Paradoxe campaign featuring Emma Watson. The personalised images and experience were shareable on visitors’ social media.
An additional Fragrance Experience Zone was integrated into the pop-up to showcase the full range of Prada fragrances. In particular, the Les Infusions Experience Zone allowed visitors to interact with the collection and discover the ingredients and technology that create the olfactory experience.
L’Oréal Travel Retail Asia Pacific General Manager of Designer Brand Fragrances Ricardo Schmidt Diaz said: “Prada Beauty is a brand of perpetual exploration and reinvention, with a perspective of uncompromised quality and radical elegance. This marks the launch of Prada Paradoxe in travel retail for Asia Pacific and we are proud to have partnered CDFG in this significant milestone.
“Today we see more consumers embracing fragrances and integrating into their beauty routine. We hope that with the strong launch of Prada Paradoxe, it will help Chinese consumers discover and love this avant-garde and sophisticated brand. We are looking forward to even more collaborations with CDFG to bring unique, immersive fragrance experiences to our consumers.”
普拉达香水快闪店亮相cdf海口
欧莱雅旅游零售亚太区（L’Oréal Travel Retail Asia Pacific）于 11 月在cdf海口国际免税城开设了两间快闪店，庆祝与中免集团共同推出普拉达 Paradoxe 香水系列。
cdf海口国际免税城于10 月 28 日开业。普拉达香水美妆（Prada Beauty）是首个在此开设两家快闪店的品牌。快闪店分别位于户外及室内。户外店采用三层结构，外观犹如三个向上叠加的普拉达 Paradoxe香水瓶。游客可以步入瓶中，通过数字体验预览室内快闪店的情景。
作为全球最高的普拉达Paradoxe 快闪店，这间户外店的设计以普拉达标志性的黑白格子为特色。空间位于西入口，是游客进入免税城的关键通道，有效地引导消费者继续探索室内快闪店。第二间快闪店位于“AURA 天际秘林”中庭的心脏位置，以普拉达的经典绿色为主色调，呈半透明状，为访客提供 360 度全方位视野。快闪店外侧还设有一个 27 米高、12 米宽的巨型幕墙，吸引顾客入内参观。
品牌称，室内快闪店“为顾客带来了多重身临其境的体验”，通过不同分区深入介绍普拉达Paradoxe 香水。“成分区”帮助访客探索普拉达Paradoxe 的成分，包括橙花花蕾、创新的生物转化琥珀Ambrofix，以及“革命性”的麝香分子Serenolide。互动式屏幕体验让访客了解这些成分如何共同打造新的感官体验。
在“摄影区”，顾客通过沉浸式AR技术进入普拉达Paradoxe的世界。在这里，消费者能使用 AR 镜头选择各种场景、眼妆及普拉达饰品，而后在社交媒体上分享其个性化的图像和体验。该体验的灵感来自由影星Emma Watson出演的普拉达Paradoxe 广告大片。
快闪店的“香水体验区”展示品牌旗下的全系列香水产品。在Les Infusions 体验区，顾客可以与系列进行互动并发现各种带来嗅觉体验的成分和技术。欧莱雅旅游零售亚太区设计师品牌香水总经理Ricardo Schmidt Diaz 表示：“普拉达香水美妆旨在不断探索、重塑自身，拥有不妥协的精神和优雅的气质。快闪店的开设标志着普拉达Paradoxe 在亚太地区旅游零售渠道的推出，我们很自豪能与中免集团合作实现这一重要里程碑。”
“如今，我们看到越来越多的消费者开始使用香水并将其融入到他们的日常生活中。我们希望通过普拉达Paradoxe的强势推出，让中国消费者了解、喜爱这个前卫而精致的品牌。我们期待与中免集团进行更多合作，为顾客们带来更多独特、沉浸式的香氛体验，”他总结道。
A new shop-in-shop for Kering Eyewear
Kering Eyewear recently opened a shop-in-shop at cdf Haikou International Duty Free Shopping Complex, in collaboration with long-standing partner CDFG.
The space represents an evolution of the Kering Eyewear retail concept, blending a digital environment with a dedicated pop-up event area and a VIP room for exclusive services.
The shop-in-shop features two luxury corners for Cartier and Lindberg. The brand owner said it “answers the need of all kinds of customers, thanks to the presence of the walls dedicated to optical collections”.
Throughout the year, exclusive brand campaigns will animate the large digital walls within the retail concept. In addition, personalisation activities and seasonal campaigns will be promoted to travellers in the Event Zone of the Sunglasses Area.
The company said: “The strategic partnership and location chosen is another strong statement in Kering Eyewear’s journey to transform the eyewear shopping experience.”
开云眼镜
开云眼镜（Kering Eyewear）近期在 cdf 海口国际免税城开设了一家店中店。
这一全新零售空间彰显了开云眼镜零售概念的演变，内部包含数码场景、专属快闪活动区，以及提供独家服务的贵宾室。
店中店还为卡地亚（Cartier）和林德伯格（Lindberg）两个顶级眼镜品牌设立了豪华专区。店内的大型数字幕墙将全年不间断展示各品牌的独家宣传推广活动。
A “uniquely artistic” opening from Cartier
Cartier has unveiled a luxurious, three-storey boutique. The 963sq m store features a design inspired by the natural landscape of Haikou and the craftsmanship of the Maison.
Building on Cartier’s longstanding partnership with CDFG, the opening reinforces the Maison’s ambition to offer a new era of luxury retail experiences on Hainan island.
Clients are invited to embark on a journey to discover the Cartier collection inside an interior that celebrates the blue sky, sea life and lush vegetation of Haikou. The flagship boutique bridges Chinese and French cultures by aesthetically blending the Cartier panther emblem with elements of Chinese mythology, a fusion designed to demonstrate the brand’s artistry and design prowess.
卡地亚（Cartier）带来了一家奢华的三层精品店。门店面积达 963 平方米，设计灵感源自海口的自然景观和品牌的精湛工艺。
旗舰店通过将卡地亚经典的美洲豹标识与中国神话元素完美结合，把中法文化融为一体，展示品牌的艺术性和设计水准。
Fresh brings sensorial beauty to cdf Haikou
LVMH-owned skincare brand Fresh has opened its largest travel retail store at the cdf Haikou megastore. The 83sq m boutique is dressed in a pale blue colour palette with a mosaic tile floor that pays homage to Fresh’s first store location. The cdf Haikou store design was jointly inspired by a scientific laboratory and a home kitchen.
Immersive product zones are spread around the boutique, each highlighting various Fresh product categories and hero lines. Each area underlines the efficacy of each range and offers information about the origins and ingredients of the Fresh products.
At the Kitchen Table zone, on-site beauty advisors engage with shoppers and offer skincare tips and advice. At the Sensorial Table, shoppers are invited to discover Fresh’s fragrance lines.
Fresh’s most premium collection, Crème Ancienne, is highlighted in an intimate brand zone. Here, a skincare specialist teaches shoppers about the efficacy of the line and takes them through the immersive Crème Ancienne skincare ritual.
Fresh CEO Anne Collinet commented, “With this new boutique, we are excited for guests to see, feel and experience the full expression of the Fresh brand. Our brand has always been known for hospitality and our sensorial approach to beauty, which allows us to take each guest on a journey. In this new retail location, we have perfectly tailored the experience to showcase the uniqueness of fresh and highlight the efficacious products that set us apart.”
LVMH集团旗下护肤品牌馥蕾诗（Fresh）在cdf海口国际免税城开设了品牌最大的旅游零售精品店。这家 83 平方米的门店运用了淡蓝色调和马赛克瓷砖地板，呼应馥蕾诗首家门店的设计元素。同时，其设计灵感还来自科学实验室和家庭厨房。
店内分多个不同的沉浸式产品展示区，重点介绍馥蕾诗旗下的多个产品类别和系列，以及它们的独特功效，并提供有关馥蕾诗产品来源及成分的信息。在 Kitchen Table（厨房桌） 区，现场美容顾问与消费者进行互动，并提供护肤贴士和建议；Sensorial Table（感官桌）则邀请顾客们探索品牌的香水系列。
馥蕾诗最高端的系列古法修护（ Crème Ancienne）在一个私密的专属区域进行展示。在这里，一位护肤专家会向顾客介绍该系列的强大功效，并带领他们亲身体验古法修护护肤程序。
Lancôme unveils spectacular ‘Blooming Rose’ Chinese New Year takeover
Lancôme Travel Retail Asia Pacific and China Duty Free Group have teamed up to bring the Lancôme Blooming Rose pop-up to life at the cdf Haikou International Duty Free Shopping Complex. The pop-up is centred around the theme ‘Together we bloom into happiness’ and celebrates Lancôme’s signature rose emblem.
The 360° Lancôme Blooming Rose pop-up marks several first for the brand. The 172sqm pop-up space is the largest outdoor animation in Hainan and invites travellers to discover the world of Lancôme and try out its best-sellers.
The Génifique Rose Garden is a key feature of the pop-up and features a two-0metre tall Advanced Génifique Serum bottle. A virtual garden invites shoppers to create one-of-kind memories by designing AI roses with personal messages, write bespoke Chinse New Year wishes and bring home a souvenir from the augmented reality photobooth.
Underlining its commitment to beauty tech, the activation features the very first Lancôme Skin Screen Room in Hainan. Here, travellers can enjoy complimentary skincare consultations from Lancôme Beauty Advisors, using in-depth information from the Skin Screen to recommend specific skincare routines to address customers’ skin needs.
Extending the campaign’s reach indoor, Lancôme and CDFG have taken over the mall’s indoor atrium with a spectacular digital rose animation, using the complex’s existing art and light installation. Lancôme has turned the atrium bright red with large flowers and digital blooms lighting up the interior of the complex. This is further enhanced by a takeover of the 324sq m LED screen in the atrium.
Lancôme has also taken Haikou Old Town, one of Haikou’s most popular tourist streets. Lancôme is literally painting the town red, illuminating the streets with festive digital roses. Tourists were then transported to Lancôme’s Blooming Town via a Lancôme Town, where their experience culminated with a dazzling light show to ring in the new year.
To celebrate the occasion, Lancôme hosted a star-studded Rose Paradise event on 12 January. It was attended by L’Oréal China Travel Retail General Manager, Adele Zhang, China Duty Free Group Executive Deputy General Manager Luke Chang, and celebrities Song Yi 宋轶, Li Wen Han 李汶翰.
“The inauguration of the first celebrity event here at cdf Haikou sets the bar to bring unique and exciting retail experiences to new heights in this blooming new year“
– CDFG General Manager of Perfume and Cosmetics department, Central Merchandising Division Grace Wang
Lancôme extended the campaign’s reach to the digital realm by launching simultaneous livestreams across seven CDFG channels, reaching a record-breaking 32 million views solely on the cdf Haikou platforms. The livestreams were hosted by top Chinese KOL 枝南南 alongside four other CDFG co-hosts. They featured a star-studded line-up of celebrity guests including Chinese actresses Song Yi (宋轶) and singer and member of pop group UNIQ Li Wen Han (李汶翰), and actress/KOL 洪潇 Hanna.
The livestreams took audiences on a dynamic virtual journey highlighting the different elements of the Lancôme Blooming Rose Garden takeover in Hainan, which was filled with 10 million blooming digital roses. The livestreams took audiences on a. tour of an exact digital replica of the Lancôme pop-up store, extending the campaign’s reach to the virtual realm.
Viewers are able to shop Lancôme’s best-sellers through the livestreams. The grand finale featured Lancôme’s first0-ever digital drone show and a digital fireworks display, which lit up the sky with vibrant Chinese New Year greetings from the brand.
Lancôme is painting the town red by transforming Haikou Old Town into a blooming rose garden
兰蔻于海口推出新春快闪店
兰蔻亚太区旅游零售（Lancôme Travel Retail Asia Pacific）近日携手中免集团，在 cdf 海口国际免税城推出了一个Blooming Rose（“盛放玫瑰”）快闪店。
快闪店以“年年繁华似锦，美运生生相息”为主题，在春节期间推出，庆祝兰蔻经典的玫瑰标识。此次Blooming Rose 全渠道营销活动标志着品牌的多个“第一”。 这个面积达172平方米的快闪店是海南最大的户外快闪空间，邀请游客探索兰蔻的品牌世界，并试用畅销产品。
快闪店的核心是一个带有两米高巨型“小黑瓶”（Advanced Génifique Serum）装置的玫瑰园。这个虚拟玫瑰园种有了 1000 万朵数字玫瑰。顾客可以在这里设计带有个人信息的 AI 玫瑰，创造独一无二的回忆，并玫瑰将在花园中展示。他们还可以写下个性化春节祝福，并从AR照相亭获取纪念品。
此次活动还在海南开设了首间兰蔻Skin Screen室，彰显了品牌对美容科技的重视。顾客能在Skin Screen室享受兰蔻美容顾问提供的免费护肤咨询，使用Skin Screen皮肤分析仪产生的信息，推荐满足每位用户特定皮肤需求的个性化护肤程序。
为扩大活动在cdf海口的影响力，兰蔻利用建筑自带的艺术和灯光装置，以壮观的数字玫瑰动画占据了免税城的室内中庭，用鲜红的色调、数字玫瑰和面积达324 平方米的 LED 巨屏，将整个中庭变为一片盛放的玫瑰海洋。
兰蔻还用数字玫瑰点亮了海口最受欢迎的旅游景点之一——海口老街。游客可以乘坐兰蔻电车前往玫瑰小镇，体验壮观的灯光秀。
为庆祝本次活动，兰蔻于 1 月 12 日举办了一场星光熠熠的“玫瑰天堂”（Rose Paradise）活动。欧莱雅中国旅游零售总经理Adele Zhang出席、中免集团常务副总经理常筑军，以及兰蔻品牌大使宋轶和李汶翰作为嘉宾出席。
兰蔻通过七个中免社交平台，对活动进行了直播，进一步将影响力扩展到数字领域。仅在cdf 海口的平台上就达到了创纪录的 3200 万观看次数。直播活动由中国著名博主枝南南携其他四位中免联合主持人共同主持。嘉宾阵容包括女演员宋轶、流行组合UNIQ 成员李汶翰及网络红人洪潇。
直播活动带领观众踏上一场充满活力的虚拟旅程，突出了Blooming Rose海南宣传活动的各个元素，并通过一个兰蔻快闪店的数码复制虚拟店，为观众带来一系列的互动虚拟体验。
观众可以通过直播，直接购买兰蔻畅销产品。活动以兰蔻的首个数字无人机表演和数字烟花汇演作结，并将品牌的春节祝福投射至虚拟夜空。
Chinese viewers can click here to watch
Spotlight Series - February 2023