In the wake of COVID-19, L'Oreal Singapore Pte. Ltd. - Travel Retail Asia Pacific's research showed travelers seek immersive experiences accentuating authenticity, hidden gems, and tranquility. This insight guided the design of its booth at the 2024 Tax Free World Association, which combined the elegance of an Architectural Digest living room with the calm of a Zen garden.
In the Open Lounge, an overhead structure comprised of sheer fabric achieved the look of clouds gliding over a resort. The seating and back display cabinet were made from bamboo clappers, whose surface finish of white bio-based micro cement lent a textured appearance akin to natural rock formations. The display table's top was composed of discarded stainless-steel panels polished to a high gleam. “The biggest challenge was choosing suitable environmentally friendly materials to design different parts of the entire site,” said Debbie Wong, from L'Oreal's Retail Innovation and Sustainability Design.
At the Fragrance Bar, guests indulged their senses from sight to smell. When a provided ultraviolet light was shined on special fabric menus, they revealed the L'Oreal Hero fragrance inspiring one of the available four cocktails, including YSL Tuxedo, a smoky vanilla whisky on the rocks. Libations in hand, guests examined brands set in a bin of sand that could have been scooped up from a Caribbean beach idyll. While the cocktail of sensuality and sustainability might seem extravagant, L'Oréal took an approach to its customers that harked back to its classic tagline: “Because you're worth it.” E