As reported in The Moodie Davitt e-Zine, Shilla’s experiential new Beauty&You store concept combines fragrances, skincare, and make-up with fashion accessories. It has a strong emphasis on experience and discovery, service and digitalization.
Available at HKIA since June, House 99 by David Beckham has taken over the Curated Zone at Beauty&You’s East Hall South store until 9 September. The products showcased will then be available across Beauty&You’s various other spaces at the airport.
The barbershop-inspired pop-up is designed to be an engaging, multi-dimensional brand experience. It aims to showcase the personal styling rituals of Beckham himself. As well as sampling signature House 99 products, customers can partake in various grooming experiences.
The strong visual theme, eye-catching displays and experiential components align with the founding concept of Beauty&You and in particular the Curated Zone concept. Shilla will collaborate with a different brand each month to transform the space. Each reimagining of the space will call for a bold theme said the retailer.
House 99 by David Beckham has separated the Curated Zone into four interactive areas. Across these, visitors can create simulated looks in a ‘magic’ photobooth, share their experiences with friends and family through a postcard mailing service, create a new look, and receive grooming tips from expert stylists. There will also be promotions, including exclusive gifts with certain purchases.
Four key Chinese KOLs were invited to the opening of the pop-up. Each of them live-streamed the event across their social platforms as well as interacting with fans by sending postcards, polaroids, and even House 99 products. Chinese celebrity stylist Val Lin attended as a special guest and gave a personal styling session to each of the four KOLs.