Fashion
Lancôme has unveiled its first travel retail pop-up in Asia Pacific, complete with an AR feature.
The activation at the newly-refurbished King Power Rangnam is to mark the Year of the Dog for the luxury beauty brand. The scheme invovles a red facade, pup-up store, light shows and live performances.
Lancôme Travel Retail Asia Pacific has looked to create a “multi-sensory festive treat” with the campaign. It begins as shoppers approach the store with red lights illuminating the front façade, inside giant TV screens and a fountain symphony of lights and water choreography greet travellers. At the heart of the mall is the Lancôme pop-up which features a lantern-inspired design and digital offerings which draw in shoppers to explore. Inside, an augmented reality photobooth creates images of users with a virtual puppy, while there is also a touch-screen digital game.The bright red colour is both eye-catching and draws in the Chinese New Year theme.
Lancôme Travel Retail Asia Pacific general manager Tao Zhang said: “Having been inspired by Lancôme’s Chinese New Year campaign design, we specially conceptualised and brought to life this exclusive Chinese New Year pop-up with King Power. Every touchpoint from the digital LED wall to the pop-up was specially created to excite consumers so we hope that this will deliver a memorable brand experience for our travellers. We look forward to sharing moments and memories of happiness with more women during this festive season.”
Shoppers will also get their hands on limited edition Chinese New Year offers and travel exclusives at the shop. The event launched on 13 February and will end on 31 March in the atrium of the King Power Rangnam Downtown Duty Free Store.
