House 99 opens its first pop-up store in Asia

House 99 by David Beckham, the global men’s grooming and skincare brand, has launched its first-ever pop-up store in Asia, in collaboration with Beauty&You – the new experiential retail concept by The Shilla Duty Free in the Hong Kong International Airport (HKIA).

Following the brand’s HKIA debut in June, the barbershop-inspired concept – fronted by one of the most recognisable fashion icons in the world – has transformed the Curated Zone at Beauty&You’s largest outlet with an engaging, multi-dimensional brand showcase.

Highlighting its signature product range together with unique grooming experiences, the Pop-up is designed to attract customers by showcasing Beckham’s personal styling rituals.

The eye-catching displays and experiential components align with Beauty&You’s Curated Zone concept, where Shilla will collaborate with different brands each month to feature themed selections and fashionable looks of the season.

Separated into four interactive zones, the Pop-up Store offers customers the opportunity to simulate looks in a magic photo booth, share personal styling experiences with friends and family through House 99’s postcard mailing service, create a new look and receive exclusive grooming tips from expert stylists.

On Friday, 17th August, the brand held a toasting ceremony at Beauty&You to unveil the Pop-up concept. The lively event was attended by a host of VIPs, including House 99 brand representatives, as well as senior management from Shilla Travel Retail Hong Kong and Airport Authority Hong Kong.

Among the evening’s guests included influential Chinese KOLs: 萌叔小熊貓, Ethan-007, Danso 旦 and 袁俊川 Aska. Chinese celebrity stylist, Val Lin (林蔚巍) was invited as a special guest to share his own hair and beard grooming experience; each KOL also had the exclusive opportunity of being personally styled by Val.

Capitalising on the star power of these online influencers, the KOLs conducted live-stream sessions to share personal anecdotes on grooming successes, as well as their experiences within the stylish House 99 Pop-up.

The event was broadcasted live on the KOL’s social platforms, while they also sent lucky fans postcards, Polaroid pictures and gave away House 99 products over the course of the live-streaming session.

Several brands have been debuting at the Beauty&You – the new experiential retail concept by The Shilla Duty Free in the Hong Kong International Airport (HKIA). They are using travel retail as a way of testing the market, and eventually decide to go downtown.