Summer showcase: Travel retail’s hottest campaigns

Eye-catching and experiential

The Shilla Duty Free and men’s grooming and skincare brand House 99 by David Beckham are emphasising engagement and experience in a summer pop-up at Hong Kong International Airport. It is the brand’s first pop-up store in Asia and has all the impact (and element of surprise) of a Beckham free kick in his footballing prime.

The barbershop-inspired installation has taken over the Curated Zone at Shilla’s new Beauty&You East Hall South store until 9 September. The products showcased will then be available across Beauty&You’s various other spaces at the airport. [The Moodie Davitt e-Zine readers will be familiar with Beauty&You from our special edition published in July].

A cut above: House 99 has taken over Shilla’s Beauty&You Curated Zone. Four distinct interactive areas are united by a barbershop theme.

The pop-up aims to showcase the personal styling rituals of Beckham himself. It also offers the chance to sample House 99 products, participate in grooming experiences or use a photobooth and postcard mailing service.

Like the Lotte event, key Chinese KOLs were invited to the opening of the pop-up to spread the word on social media. The four KOLs live-streamed the event across their social platforms and interacted with fans by sending postcards, polaroids and House 99 products. Chinese celebrity stylist Val Lin attended as a special guest and gave a personal styling session to each of the four KOLs.

The strong visual theme, eye-catching displays and experiential components align with the founding concept of Beauty&You and in particular the Curated Zone concept. It is bold, immersive and, yes, razor-sharp.

Chinese celebrity stylist Val Lin was a special guest at the store opening. Each of the KOLs had the opportunity to take part in a personal grooming session.

The Moodie Davitt e-Zine | Issue 245 | 30 August 2018