Shilla Duty Free opens six retail stores at HKIA

The Shilla Duty Free has begun operations at Hong Kong International Airport (HKIA) after its successful bid on the perfume and cosmetics, and fashion accessories concessions earlier this year. Six temporary retail outlets opened for business on 12 December 2017. The move follows the November opening of the Shilla Duty Free’s 1,375 sq m T4 main store at Singapore Changi Airport.

Source: Shilla Duty Free. The Shilla Duty Free has unveiled six temporary retail stores inside Hong Kong International Airport. Store exterior. 

Source: Shilla Duty Free. The Shilla Duty Free has unveiled six temporary retail stores inside Hong Kong International Airport. Store interior. 

The Hong Kong license marks Shilla as the first operator to simultaneously secure duty free perfumes and cosmetics concessions across the major hub airports of Incheon International, Hong Kong International and Singapore Changi. 

Shilla also introduced a new vision for experiential retail - Beauty&You. Outlets will be transformed in phases into the new identity, with a grand opening slated for the summer of 2018. In Singapore, the T4 store features high ceilings and spaciousness to foster more creativity in the designs of the brand counters. Large digital screens have been incorporated into the walls and pillars in order to amplify the key branding messages and promotions.

Beauty&You presents a new retail concept for HKIA, combining innovative store designs with a wide array of products, excellent service and exciting activities to delight guests at every stage of their shopping journey. The new Beauty&You store layout will incorporate both branded counters and non-branded areas, as well as immersive engagement zones. At the same time, the number of brands featured across the six stores at HKIA will eventually increase to over 200. 

“We’re extremely excited to expand The Shilla Duty Free network to one of the busiest airports in the world,” says Alice Woo, MD, Shilla Travel Retail Hong Kong. “The airport served more than 70 million passengers annually and 1,100 aircraft daily in the past 12 months. Hong Kong’s proximity to other Asian countries and mainland China also makes HKIA a powerful and promising hub for duty free sales.

"With the upcoming launch of Beauty&You, we hope to redefine the airport retail experience and customer journey through personalised service, interactive and engaging environment in one of the most robust travel markets in the world.”