Singapore, Shiseido is to create a “multisensorial” art installation at Singapore’s Jewel Changi Airport.
The cosmetics company announced a partnership with the airport and art collective teamLab this morning at the TFWA World Exhibition in Cannes, at a special workshop about the fast-growing Japanese Beauty category. The event was organised by Shiseido Travel Retail and chaired by The Moodie Davitt Report President Dermot Davitt.
The art project, ‘S E N S E’, is inspired by an appreciation of nature in Japanese culture, Shiseido said. The interactive art installation will use digital technology to allow visitors to explore the Japanese sense of beauty through art as they embark on the walking trail, surrounded by the Forest Valley, one of Singapore’s largest indoor gardens.
S E N S E will form part of the new Jewel Changi Airport complex, scheduled to open in 2019. Jewel will be a mixed-use complex, which will include a five-storey indoor garden, play attractions, shopping and dining options, a hotel, and facilities for airport operations with a total floor area of about 137,000sq m. The retail element of the project will have about 280 tenants.
Shiseido Travel Retail President and CEO Philippe Lesné said: “This is a momentous occasion for Shiseido and it is an honour to be part of such a truly inspiring project with teamLab and Jewel. This partnership links to our strategic approach to create more meaningful and engaging experiences for our customers, beyond the realms of traditional retail.
“Beauty is so closely related to people’s lives and feelings, with the ability to bring happiness, energy, confidence and so many more positive emotions. As a brand, Shiseido is perfectly captured within the Forest Valley experience.”
Jewel Changi Airport Development Chief Executive Officer Ms Hung Jean said: “Jewel is excited to collaborate with Shiseido and teamLab on this special, awakening art installation that will transcend boundaries of the senses, art, culture and beauty in a single experience.
“A key vision of Jewel is to be a one-of-its-kind tourist destination that will attract travellers from all around the world to Singapore and we believe this partnership will create a unique emotional experience for everyone visiting Jewel.”
Of its creation, a teamLab spokesperson said: “We are excited to work with Jewel and Shiseido to create this magnificent project. teamLab aims to explore a new relationship between humans and the world through art. The artwork transforms due to the presence of humans, and this in turn, changes and redefines the relationship between people in the same space.
“By making people part of the work through interactivity, this installation creates an experience that transcends and blurs the boundaries between people and the artwork, and between the self and others.”
Source: ©The Moodie Davitt Report