Painting the (down)town red: Lancôme Travel Retail lights up King Power Rangnam

Painting the (down)town red: Lancôme Travel Retail lights up King Power Rangnam

Lancôme Travel Retail Asia Pacific is celebrating the Year of the Dog with an extraordinary multi-sensory pop-up concept at the newly refurbished King Power Rangnam in Bangkok, Thailand.

The immersive Chinese New Year pop-up journey, designed to be a multi-sensory festive treat, begins at the entrance of King Power Rangnam and continues to the atrium. The exterior façade of the mall is adorned with lights that illuminate the building red at night. A 34-metre-long by 4-metre-high Chinese New Year advert animates along with the water fountain symphony.

Painting the (down)town red: Lancôme reimagines King Power Rangnam from its exterior design to the shopping experience within

Click to open The Moodie Davitt Report Interactive Print Edition, which profiles the new-look King Power Rangnam

At the heart of the mall, the Lancôme Chinese New Year pop-up features a large lantern-inspired design which is suspended with dropdown banners. Lanterns occupy the entirety of the atrium dome’s height.

The pop-up, an exclusive design for King Power Rangnam, features retail and digital offerings, such as an interactive digital LED wall outside, that invite visitors to explore the space. Inside the pop-up, a Lancôme Augmented Reality photo booth allows visitors to take a photo holding a virtual puppy.

The launch event was held on 13 February and featured live performances from the Urban Drum Crew. They entertained guests with a laser percussion act and a lion dance. Thai actress Aom Sushar attended the event and experienced the Chinese New Year pop-up.

To celebrate the Year of The Dog, Lancôme Travel Retail Asia Pacific has rolled out a limited-edition Chinese New Year design for L’Absolu Rouge in shades #368 and #178.

A special design has also been created for Blanc Expert BB cushion case. The pop-up will offer other limited-edition Chinese New Year offerings, travel exclusives and an engraving service with the purchase of any L’Absolu Rouge.

Lancôme Travel Retail Asia Pacific General Manager Tao Zhang said: “Having been inspired by Lancôme’s Chinese New Year campaign design, we specially conceptualised and brought to life this exclusive Chinese New Year pop-up with King Power.

“Every touchpoint from the digital LED wall to the pop-up was specially created to excite consumers so we hope that this will deliver a memorable brand experience for our travellers. We look forward to sharing moments and memories of happiness with more women during this festive season.”

Immersive digital experiences such as touch screen games and customisation services are available for customers to explore at the pop-up

(Left to right) King Power International Vice Chairman Sombat Dechapanichkul; VIP Guest of King Power International; King Power International Vice Chairman Aimon Srivaddhanaprabha;  Lancôme Travel Retail Asia Pacific General Manager Tao Zhang; King Power International Chief Commercial Officer Voramas Srivaddhanaprabha; and Thai actress Ms. Aom Sushar

The entire pop-up is decked out in a festive palette of reds and pinks alongside design elements such as dog motifs, gift boxes and mini lanterns

Actress Aom Sushar poses with the Lancôme L’Absolu Rouge Lipstick #368 in the limited-edition Chinese New Year design