The Shilla Duty Free offers digital experience at HKIA | Digital Asia

Travel retail operator The Shilla Duty Free is partnering with luxury brands to offer new digital experiences at its HKIA curated zone.

During this month and next, the HKIA Beauty&You store will showcase Hermes and Parfums Christian Dior fragrances in special experiential spaces that feature digital components and new technology used in Asia-Pacific for the first time.

The Hermes store features a tactile infrared technology merging a digital display with fragrance testers, allowing customers to generate visual and sound effects on moving images by swiping the Hermes perfume bottle across a specially-programmed LED screen. Each image illustrates Hermes' inspiration and narrative for the fragrance to create an interactive cinematic journey. The Shilla Duty Free is the first retailer in the Asia-Pacific region to incorporate this interactive technology in stores.

Beauty&You's East Hall North store highlights Parfums Christian Dior's new fragrance Joy by Dior, delivering a virtual reality experience that invites customers to take a visual tour into the brand's perfume-making craftsmanship. The installation allows a 360-degree experience of the new product. Other uses of technology in the zone include LED screens depicting the starry night sky as seen in the brand's latest campaign film, while the scent of the perfume is diffused within the retail environment.

The Hermes and Parfums Christian Dior showcase are located at the Beauty&You's East Hall North and South stores respectively until October 7.