Miu Miu takes shoppers to the moon at Changi
Fashion label Miu Miu has opened a pop-up campaign at Singapore Changi Airport to launch its new Twist fragrance.
The Changi Terminal 1 store, opened with Coty’s travel retail division and The Shilla Duty Free, promotes the fragrance exclusively for a fortnight before it rolls out to other travel retail markets.
“This experiential concept is part of The Shilla Duty Free’s and Changi Airport’s joint vision to continuously captivate consumers through the launch of unique and coveted travel exclusives”, said a spokesperson for the partners, “and to provide more meaningful and engaging experiences to all who travel through the airport”.
The store features an interactive installation that photographs visitors sitting on a “Miun” (moon) in space, which travellers can have printed or sent to them by email. Participants can “run” to the moon to earn points in a special mini-game.
The pop-up closes February 28.