Lagardere launches Changi Airport Fashion Gallery concept
Spanning more than 500 sqm in the Departures/Transit hall, the Changi Airport Fashion Gallery concept features more than 30 brands across the categories of ready-to-wear, accessories, shoes, bags, jewellery and sunglasses. The store features a mix of established brands and emerging designers in shop-in-shop formats.
A highlight is a 30m digital facade that changes the storefront to move with the flow of passengers. It is claimed to be the first of its type at any airport. Also, at either end and at other entry points, LG Ultra-Stretch screens are used, also said to be a first for travel retail. Along the passenger flow within the store, two further large-format LED screens present brand launches.
The store’s black canopy ceiling is complemented by white lacquered beams to accentuate the main pathway through the stores. Focused product lighting and music complete the look and ambience.
More than 30 established brands blend with names new to travel retail. Luxury fashion brands include Alexander McQueen (its global travel retail debut), Balenciaga (part of a new strategic partnership for its luxury bags), Bally, Bulgari, Casadei, Chiara Ferragni, FOB Paris, Furla, Kenzo, Lulu Guinness, Moschino, Salvatore Ferragamo, See by Chloe, Sergio Rossi, Thomas Sabo and Versace. Fashion service and style curators will help passengers with personalised styling tips.
A key innovation at the store is an event space that can be used for fashion launches and promotions. It launches with a “Sports Luxury” featuring five brands – Hackett London, Jott, Kenzo (men’s shoes), Porsche Design and Tod’s for Ferrari.
In-store activations are in the hands of a dedicated Fashion Event team with input from Mercury Creative and Events.
Lagardere Travel Retail COO Asia Pacific Emmanuel de Place says the success of the project, first reported in July, lies in “the efficient collaboration between Changi Airport, our teams in Asia and our global duty-free teams in Paris, in sharing ideas about the future of retailing luxury in the airport”.