Called the S E N S E beauty pop-up, the interactive experience utilises a series of digital touchpoints for travellers to learn more about Shiseido’s hero skincare products. The pop-up will run until early June 2019 and introduces state of the art technology such as augmented POS messaging via a QR code scan, as well as a virtual experience unique to each guest. These attractions are designed to immerses travellers in the Shiseido brand story by stimulating the senses and experimenting with new levels of consumer engagement in the captive airport space.
The pop-up, which has been inspired by the Shiseido Forest Valley experience (also just opened to all visitors at Changi), gives travellers a preview of the multi-sensorial art installation and S E N S E activation at Jewel Changi Airport.
Philippe Lesné, President and CEO, Shiseido Travel Retail, commented: “This Shiseido S E N S E beauty pop-up is a further step forward for Shiseido Travel Retail as we continue to innovate for the traveller experience. We aim to push boundaries by revolutionising the customer experience through non-traditional retail experiments, and this pop-up embodies that commitment. Together with our partners, The Shilla Duty Free in Singapore and Singapore Changi Airport, it is rewarding to bring something so fresh and forward-thinking with those who reflect a similar ambition. This activation, along with our Shiseido Forest Valley at Jewel Changi, really paves the way for what can be expected from Shiseido Travel Retail in the future as we look to elevate our consumer engagement and digital storytelling.”
“The Shilla Duty Free in Singapore is committed to presenting fresh and inspiring engagement activations for our travellers and this strategic partnership with Shiseido Travel Retail is one example of this commitment. We are proud to work alongside other companies who share our same ambition of revolutionising the retail experience. The technology in this pop-up is sure to draw in travellers and send them on their onward journey with a memorable experience,” said Jeff Lee, Managing Director of The Shilla Duty Free Singapore.
Teo Chew Hoon, Group Senior Vice President, Airside Concessions at Changi Airport Group, added: “This innovative outpost marks yet another successful collaboration by Singapore Changi Airport with Shiseido Travel Retail and The Shilla Duty Free in Singapore. This experiential outpost gives visitors a glimpse of what to expect at Jewel Changi Airport while transforming the physical pop-up into a unique, multi-dimensional space that passengers can explore exclusively at Changi.”
The journey through the Shiseido S E N S E beauty pop-up begins at the registration point, which is then followed by various engagement zones including ‘The Beauty Forest’, ‘The Beauty Escape’ and ‘The Beauty Bar’. Visitors use a digital map on their mobile phone to navigate the stages of the journey and collect digital stamps at each checkpoint, which, once completed, can be used to redeem a limited-edition S E N S E gift.
VR beauty forest experience
At the Beauty Forest, travellers can create their own avatar within a few seconds of stepping into the Quantum Human Scanner, which conducts a 360° body scan using Quantum Human Technology. Shooting more than a hundred photos per second, the scanned images are processed into a video to create a personalised avatar, which dances through the Shiseido Forest Valley. The video is accessible for users for easy sharing on social media platforms such as Weibo, WeChat, Facebook and Instagram.
Beauty escape checkpoint
At the Beauty Escape checkpoint, travellers’ senses are further awakened with the scent of Ultimune and specially-curated music by Shiseido’s in-house sound artist, Hideaki Takahashi. The Ultimune scent, which was created by Dr Tomonori Ueda, Shiseido’s Senior Fragrance Design Researcher, contains a combination of soothing aromatic notes of rose and lotus. Headsets hang on a vertical plant wall and are available for users to listen to music composed by sound artist Yota Morimoto. The four different types of music, which correlate to the four seasons, is a blend of natural elements and Japanese and Western instruments, to recreate the sounds of a natural forest. Both scent and music are backed up by science to promote feelings of relaxation, stress relief and of new energy.
AR at the beauty bar
At the Beauty Bar, Shiseido brings brand storytelling to the next level with augmented reality. Using their mobile phones, visitors are able to learn, in an interactive way, more about the ingredients, technology and benefits of Shiseido’s best sellers, such as the Shiseido Ultimune Power Infusing Concentrate. Visitors can also receive a detailed skin check with the Handy Skin Sensor by Shisedo’s beauty consultants at this checkpoint.
Forest Valley S E N S E art installation
Also at Jewel Changi Airport, Shiseido has revealed a different kind of holistic beauty experience with its S E N S E art installation, a collaboration between Shiseido and teamLab, a Tokyo-based interdisciplinary art collective.
Described as “a dynamic harmony of logic and feeling, the material and spiritual, S E N S E is the result of diverse minds coming together, uniting scientists, researchers, composers and artists to create an experience of scent to create calm; an experience of sound to create peace; an experience of sight to create serenity; an experience of touch to create harmony. Ultimately, the S E N S E experience allows travellers from around the world to reignite their senses and connect with their inner selves to rediscover meaningful beauty.
“We know that consumers are now looking for stories and brands that can represent their mission in a manner that resonates with their individual narratives. Innovating for the traveller is one of the core focus areas for Shiseido Travel Retail and the S E N S E art installation at Shiseido Forest Valley reflects that – establishing a deeper connection between our brand and consumers by enabling them to live our story through their own experience. Together with our partners, Jewel Changi Airport and teamLab, we are excited to unveil this immersive experience to take our consumers and travellers from around the world beyond the realms of traditional retail,” said Shiseido’s Lesné.
The art installation is found at the Shiseido Forest Valley’s West Trail and will be in place for two years, while the S E N S E beauty pop up will be located beside The Shilla Duty Free Changi Airport Store in Terminal 1, Departure Transit Hall at Singapore Changi Airport from now until early June 2019.