Featured store: Shilla Duty Free at Changi Airport

The Shilla Duty Free has opened its new store at Singapore’s Changi Airport, part of an integrated duty-free zone in Terminal 4.

The Shilla @T4_008

After passing through the immigration in departures, travellers experience seamless walkthrough duty-free shopping. They can buy cosmetics, perfumes, liquor and tobacco in a single transaction, despite the liquor and tobacco offer being delivered by rival retailer DFS.

Covering 1375sqm, the Korean travel retail brand’s T4 main store will be its largest at the airport. With high ceilings, the space allows for more design creativity for the brand counters. Digital screens are incorporated into walls and pillars to amplify key branding messages and promotions.

The Shilla @T4_033

There are four distinct zones in the store, which has wide pathways and easy access to products. At the main entrance after immigration, travellers are greeted with displays of cosmetics. They then reach the skincare zone, followed by a space for curated brands that take an artisanal, organic approach to beauty. The last zone features fragrances.

The retailer’s VP of global merchandising Raelene Johnson says there will be special promotions along with brands not readily available downtown or at other terminals, including Alexander McQueen, Bath & Body Works, Bentley, Diptyque, Hera and Mercedes-Benz.

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