Towering Lancome Travel Retail store at airport
A 5m-tall branded Eiffel Tower features in a pop-up concept store launched by French beauty brand Lancome Travel Retail Asia Pacific at Hong Kong International Airport (HKIA).
Marking the finale of the brand’s “Declaring Happiness” campaign, the Holiday Wonders pop-up draws inspiration from Paris and includes a digital game for travellers to receive a virtual boarding pass for them to experience the Lancome Miracle Secret fragrance at the foot of the tower.
Running until January 15 in the departure central concourse, the pop-up follows the company’s promotion across Asia, including China, Singapore and South Korea. The pop-up store also celebrates the inaugural partnership of The Shilla Duty Free, marking the travel retailer’s entry into one of the world’s busiest airports.
For the pop-up launch, dancers dressed in pink performed with the pink tower as a backdrop. Hosted by actress/beauty queen Sarah Song, the official opening also included a light showcase and a ribbon-cutting ceremony.
Much like the original Eiffel Tower, the airport recreation sparkles for 30 seconds every 15 minutes.
Meanwhile, the pop-up is offering immersive retail-tainment experiences for travellers, including a digital map with a focus on holiday gifting. Reminiscent of a Parisian home, the pop-up is decorated in pinks and whites and has a Christmas tree at its entrance.
Other features include a “Fly Me to Paris” instant-print photo booth, an interactive digital game with L’Absolu Rouge lipstick samples as prizes, and complimentary gift-wrapping with personalised greeting cards by an in-store calligrapher.