December 2018
Changi Airport works closely with its retailers to offer one-of-a-kind pop-up showcases and exclusive product launches that will charm even the most frequent flyers.
Pick-up a bottle of the Limited Edition Moët & Chandon Impérial at Terminal 3 Departure Transit Hall this month
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As Changi Airport strives to continually innovate and create delightful and engaging experiences for passengers, the ”Changi First” programme has proven to be a winning formula for Changi, its tenants, brands and passengers. For passengers passing through Changi this month, one such pop-up that’s drawing crowds is Moët & Chandon’s first-of-its-kind showcase, a global pop-up concept exclusive to Changi Airport, where travellers can enjoy free tastings of the Réserve Impérial, personalise their bottle of Moët, and send Changi exlusive post cards to loved ones.
With social-media savvy passengers who are always one step ahead of the latest industry trends, more brands are choosing to partner with Changi to unveil their latest launches and introduce new ways to engage with their fans. Changi is the world’s sixth busiest international airport, and over 62 million passengers fly through in a year. This makes the airport an ideal platform for brands to reach an international audience. Changi is also known for its retail offerings as a result of an exciting retail mix, innovative concepts and a constant quest to delight shoppers and diners.
“We work hand in hand with our retailers and brands to create memorable shopping and dining experiences for all our passengers. The Changi First programme is an important brand pillar that provides strong marketing support for brands to delight and engage our customers. Over the last two years, we have partnered with brands from various categories to deliver more than 20 pop-up activations that bring passengers on a journey of exploration and discovery. These have in turn helped to increased exposure, awareness and sales for these brands,” said  Edwin Lim, CAG’s General Manager of Airside Concessions.
When Prada launched Asia Pacific’s very first Prada Voyage in travel retail, passengers could write messages to loved ones on special Singapore-themed Prada Voyage postcards and capture memories at a life-sized Prada Voyage plane. Passengers could also personalise their fragrance bottles with 12 Atelier Prada designs, four of which were exclusive to Changi.
The Shiseido Ultimune Red Vibe Street pop-up was a journey of the senses
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Changi has also become a choice global launchpad, seeing world-first product drops from beauty brands like Shiseido and Lancôme, giving Changi’s passengers exclusive access before the rest of the world. Travellers had the opportunity to get their hands on Shiseido’s highly-coveted Ultimune Power Infusing Concentrate before it was launched globally. To kick-off the global launch of La Vie Est Belle Asian fragrance – Flowers of Happiness, Lancôme set up a multi-sensorial pop-up installation. The fragrance is the Asian edition of La Vie Est Belle, specially crafted for the region.
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With 170,000 passengers passing through every day, there is a lot needed to provide everyone with the ultimate shopping experience. Changi continues to create a variety of new concepts to boost retail-tainment and to give even the most seasoned travellers novel and memorable shopping experiences.
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