A yacht club concept is being presented as an immersive digital experience by Italian luxury brand Giorgio Armani Beauty at Changi Airport.
It invites global travellers to reimagine a Mediterranean cruise aboard in an animation created exclusively for the airport in partnership with The Shilla Duty Free and Changi Airport Group.
Next to The Shilla Duty Free at Terminal 1’s transit departure area until 26 April, the yacht club concept is also the first outlet in travel retail in Asia Pacific to introduce Acqua di Giò Absolu, the brand’s new fragrance for men.
Reflecting designer Giorgio Armani’s passion for life at sea, the Armani Yacht Club concept recreates the serenity and sophistication of his luxury yacht with light birchwood floors and deep-green walls to a cut-out ceiling allowing light to stream in.
Travellers are encouraged to explore the olfactory world of the Acqua di Gio Absolu and Armani Code fragrances through a digital fragrance barometer. By adjusting the perfume intensity level, shoppers can discover the Giorgio Armani perfume blend that best suits them.
There is also a photobooth with a simulated water zone. The chadburn (ship’s communication device) can switch between backdrop visuals.
Changi Airport Group airside concessions senior VP Teo Chew Hoon says that about 170,000 passengers pass through Changi Airport every day, making it an ideal launchpad for products to an international audience.
Certain Armani Yacht Club customers will be offered a complimentary engraving service for a fragrance leather case, scented nautical bracelet or Acqua di Gio Absolu travel spray.
