The Shilla Duty Free

A new concept in bespoke duty free beauty

A new concept in bespoke duty free beauty

Designhouse has developed the name and identity for The Shilla Duty Free’s beauty and cosmetics brand at Hong Kong International Airport.

The new concept, Beauty&You, was created in response to Hong Kong’s unique passenger profile, taking a bespoke, tailored approach for the location.

Beauty&You personalises the experience for each customer, engaging them in a highly interactive, experiential retail environment, using cutting edge touch screen technology and augmented reality for customers to test products.The typography itself becomes a brand device, with an ampersand used as a unifying device. Fusion and layering are achieved by overlapping individual characters, creating a transparency and an overlap contrast that represents the diversity of Hong Kong itself.

Designhouse developed the comprehensive design guidelines for local implementation of the new brand identity and POS materials in The Shilla stores across the airport.

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