Editor’s choice IV
Penhaligon’s unveils ‘culturally resonant’ pop-ups in Thailand and Singapore
British luxury fragrance house Penhaligon’s (Puig) recently launched a pop-up campaign in Thailand and Singapore integrating local cultural narratives. The Southeast Asian activations underline the brand’s strategy of creating immersive, locally resonant experiences to engage regional consumers and international travellers.
At Suvarnabhumi Airport in Bangkok, Penhaligon’s and King Power joined hands for The Omniscient Mr Thompson pop-up, which ran from 1 June to 30 July. The animation showcased Penhaligon’s Portraits fragrance collection, with a special focus on The Omniscient Mr Thompson fragrance, a scent with deep ties to Thailand.
A 360-degree installation was a striking centrepiece, bringing The Omniscient Mr Thompson character and fragrance to life through visual storytelling. The pop-up offered destination-exclusive packaging and a passport holder as an exclusive gift with purchase, merging Penhaligon’s British aristocratic heritage with Thailand’s rich traditions.
Rooted in place and culture
King Power Corporation Chief Commercial Officer Antares Cheng commented, “Penhaligon’s compelling storytelling and exquisite product offerings enhance our niche beauty portfolio at Suvarnabhumi Airport.
“This partnership reflects our shared commitment to delivering memorable and culturally resonant experiences for our customers. We are thrilled to bring this immersive pop-up to life, celebrating both the brand’s heritage and the icons of Thailand.”
At Singapore Changi Airport, Penhaligon’s has partnered with The Shilla Duty Free for a sense of place animation inspired by the city’s lion emblem.
Timed to coincide with the brand’s 155th anniversary, the Singapore campaign features an airport-exclusive Lion City tote bag as a gift with purchase. The activation reinforces Penhaligon’s commitment to creating sense of place by highlighting Singapore’s cultural identity.
The Thailand-exclusive packaging highlights Mr Thompson as a cultural emblem while paying homage to Thailand’s rich traditions
The passport holder reimagines Mr Thompson as a stylish and functional item for the modern traveller
Puig Executive Vice President Global Travel Retail Kaatje Noens commented, “At Penhaligon’s, we are passionate about creating fragrances and experiences that resonate deeply with the communities we serve.
“By celebrating the unique cultural icons of Southeast Asia – from the rich heritage of Thailand to the vibrant spirit of Singapore’s Lion City – we are weaving sense of place into every touchpoint. Our localised activations and exclusive offerings reflect our commitment to honouring local traditions while inviting customers to discover Penhaligon’s through a lens that is both authentically British and meaningfully local.”
Comment: Penhaligon’s pop-ups in Thailand and Singapore highlight a growing focus on local relevance in travel retail. Puig has built a brand experience that reflects the culture and identity of each destination, encouraging travellers to pause and engage. The activations demonstrate how storytelling and design can complement luxury product offerings in travel retail.
The campaign underlines the increasing importance of airport touchpoints as spaces for brand expression. By connecting the brand’s British heritage with regional elements – from Thai traditions to the Singaporean cityscape – Penhaligon’s has created an experience that appeals to both domestic and international travellers.
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The Moodie Davitt eZine
Issue 346 | 17 September 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