The Shilla Duty Free, one of the world’s leading travel retail companies, has unveiled their new retail stores at Hong Kong International Airport (HKIA) following a successful six-month soft launch period. The Grand Opening Ceremony, which took place on Thursday, 28 June, featured the unveiling of the full Beauty&You concept store and a spectacular K-celebrity guest line-up to commemorate the special occasion.
Attended by esteemed VIPs including Shilla’s senior management, representatives of the Airport Authority Hong Kong, brand and business partners, as well as media, the elaborate event began with the official ribbon cutting ceremony at the main East Hall outlet, followed by guided tours introducing the new store experience. Guests were then invited to attend a special showcase by K-Pop sensation Highlight, Shilla’s new brand ambassador for 2018-2019. Highlight brought their energy and enthusiasm on stage through a series of performances and interactive games with fans.
The Shilla Duty Free’s Beauty&You concept symbolises the brand’s commitment to deliver a comprehensive beauty retail experience and be at the forefront of the experiential retail trend. ‘Beauty’ and ‘You’ together represent beauty tailored to each individual customer and the infinite combinations available through the multitude of brands and experiences. Crafting the notion that beauty retail can surpass the limitations of cosmetics and skincare products and become associated with fashion and accessories, this retail concept gives room for all definitions of beauty. With around 200 brands on offer, The Shilla Duty Free will also bring a list of premium brands new to HKIA, including David Beckham’s global grooming brand HOUSE 99; the best of Korean and Japanese brands like The History of Whoo, su:m37º , THREE, ReFa; image-maker NARS; Italian crafted luxury leather goods labels and accessory brands Bresciani, Maglia Francesco, Victrix; as well as fashion accessory brands like Alexander McQueen and Didier Dubot, just to name a few. More than 60 new brands will join our extensive brand selection in offering an innovative and enjoyable shopping experience for customers.
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