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New beauty stores brand launches at Hong Kong International Airport

The Shilla Duty Free group has launched a new beauty, fashion and accessories retail brand at Hong Kong International Airport.

The brand, Beauty&You, has been designed by UK design consultancy Designhouse, which worked with GPStudio to develop the stores. The project has involved extensive renovation and rebranding at six sites within the airport.

The design agencies were appointed after a competitive pitch, which saw them use 3D software and VR headsets so that the Hong Kong Airport Authority could see how the rebranded and refurbished stores would look.

Technology is in evidence inside the stores too, digital screens and augmented reality systems so customers can test new beauty looks and products. The brand is based on the concept of a bespoke and personalised beauty offer. A typographic logo uses an ampersand as a unifying device, with overlapping transparent characters representing the diversity of Hong Kong.

The project also included the development of local design implementation guidelines for the identity and point of sale materials.

Hong Kong International Airport is one of the busiest airports in the world, serving more than 70m passengers annually and around 1,100 aircraft daily.

Korean company The Shilla Duty Free is the first travel retailer to have simultaneously secured duty free perfumes, cosmetics and accessories concessions across Incheon International, Hong Kong International and Singapore Changi airports, making it a significant operator in the region. The company launched in 1986.

“We were able to deliver something really different to the norm in the industry, which can be quite formulaic with little difference between duty free stores in one country or airport and another,” says Designhouse creative director Peter Dobie.

“As a bid team, with The Shilla’s connections to Samsung, we were able to bring some really cutting edge interactive technology to the party, and we were given a lot of creative freedom to deliver a brand identity that would have stand out and make Beauty&You a destination store for travellers in the region.”