Prada Beauty teams with The Shilla Duty Free Singapore and Changi Airport Group to open world’s first Prada Holiday Gift Factory
The world’s first Prada Holiday Gift Factory encourages traveling consumers to immerse themselves in a whimsical Pradaverse
In partnership with The Shilla Duty Free Singapore and Changi Airport Group, Prada Beauty celebrates the holiday season with the world’s first Prada Holiday Gift Factory debuting in Singapore Changi Airport Terminal 1, Transit Departure Hall from October 14 to November 23.
The animation encourages consumers to explore and uncover Prada Beauty’s complete range of olfactive possibilities, as the brand “challenges perspectives and the status quo to serve as a precursor and pioneer, with a perspective of uncompromised quality, radical elegance, intellectual purity and freedom of creative experimentation”.
The Prada Holiday Gift Factory showcases Prada Fragrances, spotlighting Paradoxe, which captures the essence of the “undefinable and ever-evolving Prada woman who is never the same, but always herself”. With the avant-garde signature of a white floral bouquet presented in an iconic yet unexpected triangular bottle, the fragrance is said to embrace all paradoxical dimensions of scent and self.
Consumers can discover Prada Beauty through innovative and exciting online and offline experiences at this outpost through a customer journey that is elevated by engaging retailtainment and personalization opportunities.
They can scan a QR Code and enter the Pradaverse to experience the Prada Gift Factory through a filter encouraging visitors to embrace the holiday spirit with bright, gold glitter elements. A motion-sensored display screen offers the ingredient story of Paradoxe fragrance (Moroccan Neroli Oil, Vanilla Infusion and Calabrian Bergamot Heart) and at the heart of the factory is Prada Beauty’s festive version of a Christmas Tree, featuring Prada Exclusive Gift Sets.
Touching a button on a captivating rotating centerpiece triggers a pop-up of exclusive premium gifts available with purchases. This whimsical Pradaverse features limited edition offers and samples.
Customers can complete the gifting journey at the Personalization Atelier. With any fragrance purchase, customers they can choose to adorn their gifts with an exclusive seasonal Prada Charm. With any Full Size Paradoxe (90ML) or Les Infusions (100ML) purchase, they can also add personalized ascots with their initials hot-stamped as a final touch.
L’Oréal Travel Retail Asia Pacific General Manager of Designer Brand Fragrances, Ricardo Schmidt Diaz said, “Prada is one of the most desirable luxury brands in the world, driven by a pioneering vision. This brand transcends trends and constantly challenges conventions.
“What you see in this Prada Beauty’s Holiday Gift Factory is testament to this. With the strong and relentless partnership with The Shilla Duty Free Singapore and Changi Airport Group that L’Oreal Groupe has enjoyed over the years, we will continue to bring excitement and innovative experiences to travelers.”
Changi Airport Group’s Managing Director of Airside Concessions, Teo Chew Hoon added, “This holiday season, in an exciting collaboration with The Shilla Duty Free and Prada Beauty, we are thrilled to introduce the world's inaugural Prada Holiday Gift Factory. This innovative venture is designed to infuse the spirit of celebration into our passengers’ travel experience, offering interactive tech elements that promise to ignite the joy of giving. We look forward to enhancing every traveler's journey with this unique and engaging celebration of the festive season.”
Jeff Lee, Vice President, Managing Director of The Shilla Duty Free Singapore, commented, “We are excited to collaborate with Prada Beauty and provide travelers with the chance to not only explore the brand’s range of iconic fragrances, but to explore exclusive gift sets and personalization options through this never-seen-before concept that truly elevates the travel retail shopping experience especially during this festive season.”
