South Korea’s Shilla Duty Free has launched an experiential airport retail concept, Beauty&You.
Starting this month, outlets are being transformed in phases into the new identity, starting with Hong Kong International Airport (HKIA) where parent company Hotel Shilla has just taken over concessions for perfume and cosmetics as well as fashion accessories. As the new retail spaces are unveiled, the number of brands featured across the six stores will increase to more than 200.
Immersive engagement zones as well as both branded counters and non-branded area will be incorporated in the Beauty&You store layout.
Shilla is the first duty-free brand to simultaneously secure perfumes and cosmetics concessions across the major hub airports of Incheon International, HKIA and Singapore’s Changi.
