In partnership with The Shilla Duty Free Singapore and Changi Airport Group, Prada Beauty celebrates the holiday season with the world’s first Prada Holiday Gift Factory debuting in Singapore Changi Airport Terminal 1, Transit Departure Hall from 14th October to 23rd November. Go on an unexpected journey to craft the perfect gift for the holidays; explore and uncover Prada Beauty’s complete range of olfactive possibilities and express the multidimensions of one’s identity.

A brand of perpetual exploration and reinvention, Prada Beauty challenges perspectives and the status quo to serve as a precursor and pioneer, with a perspective of uncompromised quality, radical elegance, intellectual purity and freedom of creative experimentation.

As reported on Duty Free Hunter last month, The Prada Holiday Gift Factory will showcase the Prada Fragrances spotlighting Paradoxe, the brand’s celebrated fragrance which captures the essence of the undefinable and ever-evolving Prada woman who is never the same, but always herself. With the avant-garde signature of a timeless white floral bouquet encapsulated in an iconic yet unexpected triangular bottle, the fragrance embraces all paradoxical dimensions of scent and self.

Discover Prada Beauty through innovative and exciting online and offline experiences at this outpost offering a unique customer journey that is elevated by engaging retailtainment and personalization opportunities:

● Scan the QR Code and enter the Pradaverse to experience the Prada Gift Factory through a filter encouraging visitors to embrace the holiday spirit with bright, gold glitter elements.

● Through a motion-sensored display screen, visitors can experience the ingredient story of Paradoxe fragrance (Moroccan Neroli Oil, Vanilla Infusion and Calabrian Bergamot Heart) by lifting the product on the shelf.

● At the heart of the factory is Prada Beauty’s very own festive version of a “Christmas Tree”, featuring Prada Exclusive Gift Sets. With a captivating rotating centerpiece, visitors are invited to celebrate the art of gifting with the touch of a button that triggers a pop-up of the exclusive premium gifts available with purchases. Immerse in the whimsical Pradaverse, explore limited edition offers and collect samples for an unexpected and exciting way to usher in the holiday travel season.

● Complete the magical gifting journey at the Personalization Atelier. With any fragrance purchase, customers can choose to adorn their gifts with an exclusive seasonal Prada Charm. With any Full Size Paradoxe (90ML) or Les Infusions (100ML) purchase, they can also add personalized ascots with their initials hot-stamped as a final touch.

L’Oréal Travel Retail Asia Pacific General Manager of Designer Brand Fragrances, Ricardo Schmidt Diaz said, “Prada is one of the desirable luxury brands in the world, driven by a pioneering vision. This brand transcends trends and constantly challenges conventions. What you see in this Prada Beauty’s Holiday Gift Factory is testament to this. With the strong and relentless partnership with The Shilla Duty Free Singapore and Changi Airport Group that L’Oreal Groupe has enjoyed over the years, we will continue to bring excitement and innovative experiences to travellers.”

Changi Airport Group’s Managing Director of Airside Concessions, Teo Chew Hoon said, “This holiday season, in an exciting collaboration with The Shilla Duty Free and Prada Beauty, we are thrilled to introduce the world’s inaugural Prada Holiday Gift Factory. This innovative venture is designed to infuse the spirit of celebration into our passengers’ travel experience, offering interactive tech elements that promise to ignite the joy of giving. We look forward to enhancing every traveler’s journey with this unique and engaging celebration of the festive season.”

“We are excited to collaborate with Prada Beauty and provide travellers with the chance to not only explore the brand’s range of iconic fragrances, but to explore exclusive gift sets and personalization options through this never-seen-before concept that truly elevates the travel retail shopping experience especially during this festive season,” added Jeff Lee, Vice President, Managing Director of The Shilla Duty Free Singapore.

The Prada Holiday Gift Factory was graced by major local media publishers and regional influencers, including China-based Singaporean actor Lawrence Wong on the 26th of October.