Travel Retail Highlights I
Burberry pop-up brings ‘personalised discovery’ to luxury retail at Changi Airport
We present a selection of eye-catching openings, launches and campaigns from across the industry, starting with the Burberry Singapore Changi Basecamp Outpost, where storytelling anchors a cross-category brand experience.
Coty Travel Retail collaborated with The Shilla Duty Free to launch Burberry’s first exclusive pop-up in Singapore Changi Airport Terminal 3, uniting the British brand’s fragrance, fashion and beauty categories in an immersive space.
Running until 24 June, the Burberry Basecamp Outpost marks the global debut of Golden Haze and Rose Ember, two eau de parfums extending the Signatures Extreme Botanicals collection. The pop-up also spotlights Goddess and Hero eau de parfums and the prestige Signatures line, with select items offered for personalised engraving.
The beauty offer includes Burberry Kisses and Brit Shine lipsticks, as well as the Beyond Wear foundation range, which incorporates the brand’s proprietary Trench Protect Technology. An activewear collection inspired by Burberry’s innovative trench coat fabric is also available at the pop-up.
Interactive elements include a photobooth where visitors can take souvenir photos and receive free samples of the Perfecting Matte Foundation. Virtual try-on technology helps travellers choose the right products, while the Beyond Wear Weather Machine offers a personalised sensory experience based on skin tone and climate.
A dedicated Burberry Signatures Corner showcases the brand’s fragrances through audio-visual displays, with hot-stamping personalisation offered with every purchase. Visitors can also enjoy complimentary iced tea blends inspired by Golden Haze and Rose Ember notes.
The Burberry brand experience took centre stage at Changi Airport with timeless fashion, signature scents and beauty essentials
Comment: Burberry’s cross-category execution at Changi Airport folds in exclusive launches, services and digital tools – with a clear aim to test synergies between fashion and beauty in a prime airport location.
Engraving and virtual try-on services add practical value for travellers, encouraging interaction with the products and creating a tailored shopping experience. This allows Coty Travel Retail to gather insights on how customers engage with different categories in a shared retail space.
Coty Senior Vice President, Global Travel Retail Mette Engell said, “The debut of Burberry’s first-ever cross-category outpost at Singapore Changi Airport is further testament to Coty’s commitment to crafting unique retailtainment concepts that bring our brands to life through immersive storytelling, personalised discovery and exclusive product access.”
Marking the launch in style: Key representatives from The Shilla Duty Free, Coty and Changi Airport Group, along with brand ambassadors, came together to celebrate Burberry’s latest pop-up
The Moodie Davitt eZine
Issue 345 | 4 June 2025
The Moodie Davitt eZine is published 6 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please email kristyn@moodiedavittreport.com