Giorgio Armani debuts yacht-themed activation at Changi

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Italian luxury fashion and beauty brand Giorgio Armani has created an exclusive activation for Singapore Changi Airport in partnership with The Shilla Duty Free. Located next to The Shilla Duty Free at Changi Airport Terminal 1’s transit departure area from now until 26 April, the yacht club concept is also the first outlet in travel retail in Asia Pacific to welcome the Acqua di Giò Absolu, the brand’s new fragrance for men.

Travellers are encouraged to discover their favourite scent, as well as to explore the olfactory world of the Acqua di Giò Absolu and Armani Code fragrances through an exclusive fragrance barometer digital application. The immersive digital experience allows travellers to select three favourite key notes from a playful barometer sailing tool, which will in turn reveal the matching olfactory range.

Customers can then navigate the barometer sailing tool to adjust the perfume intensity level and discover the final perfume blend that best encapsulates their personality.

An entertaining photo booth with a simulated water zone is available for shoppers to take selfies in a sailing environment. The yacht’s compass can be turned to switch between different digital visuals shown on the backdrop to take a range of photos – steer left to explore Acqua di Giò Absolu, or steer right to immerse  yourself in the seductive world of the Armani Code. Customers at the Armani Yacht Club will be treated to a complimentary engraving service for a fragrance leather case, scented nautical bracelet or Acqua di Giò Absolu travel spray for every purchase of an Acqua di Giò men’s fragrance.

“We are thrilled to invite travellers to join us on board the Armani Yacht for an unforgettable journey to discover our new fragrance, Acqua di Giò Absolu,” said GM of Giorgio Armani & Designer Fragrances Tony Khajenouri. He added: “We are pleased to partner with Changi Airport Group and The Shilla Duty Free for the exclusive debut of the Armani Yacht Club animation in travel retail in Asia Pacific.”