Duty-free retailer Heinemann has opened eight new Sweet Dreams-branded confectionery stores at Hong Kong International Airport.

The 8800sqft space feature innovative consumer engagement activities such as 3D shows, chocolate printers, VR experiences and kids’ games.

CEO of Heinemann Asia Pacific Marvin von Plato said: “We want to redefine the possibilities of presenting confectionery with our concept, and create a really fun shopping ambience that inspires and captivates our customers.”

The firm’s COO Johannes Sammann added: “Through social media and digital geo fencing and targeting, we have been able to bring our campaigns and offers into the mobile devices of people, thereby helping us reach a much wider audience and helping drive penetration.”

Heinemann has also recently transformed its new flagship store at Copenhagen Airport, Denmark to include technology-driven interactive experiences.