SHISEIDO plays with travellers’ senses with ‘breathing’ trees at Jewel

SHISEIDO Travel Retail has introduced a rather different beauty experience with the “S E N S E” art installation at Jewel Changi Airport in Singapore.

The art installation is found at the SHISEIDO FOREST VALLEY’s West Trail, and is a collaboration between SHISEIDO and teamLab, a Tokyo-based interdisciplinary art collective.  “A dynamic harmony of logic and feeling, the material and spiritual, S E N S E is the result of diverse minds coming together, uniting scientists, researchers, composers and artists to create an experience of scent to create calm; an experience of sound to create peace; an experience of sight to create serenity; an experience of touch to create harmony,” said SHISEIDO in a press statement.

The opening of S E N S E was inaugurated by SHISEIDO ‘s president and CEO, Masahiko Uotani, at an exclusive launch event that invited guests to ignite their senses.  “We know that consumers are now looking for stories and brands that can represent their mission in a manner that resonates with their individual narratives. Innovating for the traveller is one of the core focus areas for SHISEIDO Travel Retail, and the S E N S E art installation at SHISEIDO FOREST VALLEY reflects that — establishing a deeper connection between our brand and consumers by enabling them to live our story through their own experience,” Philippe Lesné, president and CEO of SHISEIDO Travel Retail.
“Together with our partners, Jewel Changi Airport and teamLab, we are excited to unveil this immersive experience to take our consumers and travellers from around the world beyond the realms of traditional retail,” said Lesné.
Hung Jean, chief executive officer of Jewel Changi Airport said: “Jewel is a multi-dimensional lifestyle destination and since its opening, we are heartened by the immense support shown by our visitors. The collaboration with SHISEIDO and teamLab will showcase another facet of the unique Jewel experience that is co-curated with our partnership to delight visitors.”

Sense of sight

teamLab’s artwork Resonating Forest will light the trees at the S E N S E art installation. Each tree’s light is autonomous, shining brightly and fading to resemble breathing. The installation transforms as visitors delve further into the forest’s depths, honing their sense of sight as the lights dance and flicker.

Sense of sound

During the day, a musical piece will be played to spark an aural sensory exploration. Yota Morimoto, composer and sound artist, composed music that recreates the breathing sound of a natural forest. A blend of natural elements, as well as Japanese and Western instruments create the pink and brown noises that evoke the relaxing sound of nature, proven to release stress and tension. In the evening, the forest by teamLab will come alive with a specially designed music arrangement based on the modified tones and pitches of the glass harmonica and ocean waves.

Sense of smell

Olfactory senses will be awakened by the SHISEIDO Ultimune scent, created by Tomonori Ueda, senior fragrance design researcher SHISEIDO. The scent contains a combination of soothing aromatic notes that are proven to relieve stress and bestowing a calming effect.

Sense of touch

To enhance the experience, visitors can interact with their surroundings, by downloading the Jewel Changi Airport app on iTunes or Google Play to access SHISEIDO’s very own S E N S E app. Learn more about each sensory element that is re-ignited throughout the journey and conclude the experience by a message on the virtual SHISEIDO Tree.

“In line with SHISEIDO’s philosophy, teamLab seeks to navigate the confluence of art, science, technology design and the natural world. We aim to explore a new relationship between humans and the world through art. The Resonating Forest – SHISEIDO FOREST VALLEY at Jewel Changi Airport transforms due to the presence of humans, and this in turn, changes and redefines the relationship between people in the same space. By making people part of the work through interactivity, this installation creates an experience that transcends and blurs the boundaries between people and the artwork, and between the self and others,” said teamLab.