New York skincare brand Kiehl’s has unveiled a pop-up concept at Changi Airport's Terminal 3 departure hall, in line with the Chinese New Year celebrations. The concept is created exclusively for Singapore Changi Airport and The Shilla Duty Free, and will be running from now until 9 February 2020. The pop-up provides an engaging retail experience which allows visitors to explore Kiehl’s products through various digital touchpoints.
As part of the campaign, there is a “Make A Wish” wishing booth where visitors can write their new year blessings on a rocket graphic on an interactive screen, decorate it with their preferred colours and stickers, and blast it into a virtual sky. They will also be prompted to send the customised graphic to their family and friends via email, to share their well wishes for the new year. Visitors can also participate in the “Tap Tap The Rat” game on a digital screen and stand to win Kiehl's prizes.
Visitors can also head over to the Chinese Calligraphy table to view a selection of blessings and take away as a memento. They have the option to have their favourite blessings hand-written by an on-site calligrapher, or write their own with customised practice sheets provided at the activity station.
The pop-up will feature some of Kiehl’s bestsellers with a limited edition design by Australian illustrator Eirian Chapman. The artwork features a mascot Rock-it the Rat, in line with the Year of the Rat, travelling through New York to Singapore against the backdrop of Chinese New Year celebrations. Life-sized cutouts of Chapman’s illustrations will be placed at the entrance of the pop-up to greet visitors when they enter.
A launch event was held on 17 January, with Chinese actor, singer and model Dylan Wang Hedi who starred in television series Meteor Garden sharing his favourite Kiehl’s products and prosperous new year greetings with fans and travellers.
As part of its efforts to give back to the community, Kiehl's will be donating US$1 to non-profit organisation Jane Goodall Institute Singapore with every 2020 Lunar New Year limited edition Ultra Facial Cream (125ml) sold. The donation will be capped at US$30,000 and will be used to support student-initiated activities under its Roots & Shoots programme, which encourages and empowers young individuals to do their part in solving human, animal welfare, and environmental problems in their communities.
Petrina Kho, general manager of Kiehl’s Travel Retail Asia Pacific said it hopes to reach out to travellers during this festive season. The pop-up aims to transport guests to the Kiehl’s universe and provide an immersive digital experience.
"I am very proud that we continue to successfully engage its customers in an evolving retail landscape, while supporting a meaningful cause that gives back to the community," Kho added.
Teo Chew Hoon, group senior vice president of Airside Concessions at Changi Airport Group said with Kiehls' pop-up, travellers can have fun and memorable experiences at the interactive space, while shopping for the perfect gifts for their friends and families.
“At The Shilla Duty Free Singapore, we aim to create unique shopping experiences that will excite travellers. Working closely together with Kiehl’s Travel Retail Asia Pacific and Changi Airport Group, we strive to push the boundaries in delivering exceptional customer-centric retail experiences,” Jeff Lee, managing director of The Shilla Duty Free Singapore said.
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