Lancôme celebrates 90 years as exclusive Rose Ice-Hotel pop-up blooms at Incheon with The Shilla Duty Free

SOUTH KOREA. Lancôme Travel Retail Asia Pacific has partnered with The Shilla Duty Free Korea to unveil an exclusive Rose Ice-Hotel animation at Incheon International Airport.

Launched on 7 February in celebration of Lancôme 90th anniversary and located in the Terminal 2 grand atrium, the pop-up showcases the brand’s rich legacy through the creative vision of renowned Chinese artist Cai Guo-Qiang.

Lancôme’s signature rose, a symbol of the French beauty house’s expertise in skincare, fragrance and makeup, is incorporated in the animation design.

For the campaign, Cai Guo-Qiang – famed for his distinctive gunpowder art and explosive installations – used AI model cAI (pronounced ‘AI Cai’) to create the pop-up’s striking centrepiece: Paris Rose.

The artwork is a fusion of pigments and gunpowder paying homage to the Lancôme Rose.

The Rose Ice-Hotel

Crafted in acrylic to give the illusion of ice, the Rose Ice-Hotel pop-up is a luxury Parisian hotel-inspired animation.

Outside, travellers are greeted at the Ice Concierge, staffed by a uniformed team of hotel bellboys. Afterwards, they pass through the Ice Arc de Triomphe, a playful nod to the French landmark.

A key highlight of the experience is the Ice Art Gallery, where Lancôme’s archival treasures are displayed for the first time in L’Oréal Travel Retail history.

Rare vintage fragrance, skincare and makeup pieces, dating back to the brand’s inception in 1935, are showcased alongside modern bestsellers, offering travellers a glimpse into Lancôme’s 90-year evolution.

The Ice Lobby sits at the heart of the Rose Ice-Hotel and features an art installation that showcases Lancôme’s hero products. A focal point of this space is the Lancôme Génifique Ultimate. Displayed as a centrepiece in an interactive discovery zone, here guests can engage with the brand’s skincare innovations.

Inspired by Domaine de la Rose, the birthplace of Lancôme’s Absolue Les Parfums, the Ice Absolue Bar offers an indulgent travel retail-first fragrance and taste experience. The Lancôme Rose on the Moon fragrance is transformed into a vanilla-flavoured bingsu (a milk-based Korean shaved ice dessert), paying tribute to Korean culinary culture.

An on-site chef crafts each dessert, adding sense of place and a fine-dining touch to the exclusive experience.

Elsewhere, the VIP Ice Beauty Salon offers personalised skincare diagnostics through the Lancôme Skin Screen, the brand’s most advanced skin analysis tool.

Before departing, guests can visit the Ice Bon Voyage Gift Shop to shop exclusive limited-edition sets adorned with Cai Guo-Qiang’s Paris Rose artwork.

Pentarchy in action

The Rose Ice-Hotel is brought to life through an innovative five-way collaboration between Lancôme, The Shilla Duty Free, The Shilla Hotels & Resorts, Naver and Kakao. The strategic alliance aims to enhance the consumer journey, leveraging local CRM and digital platforms such as Naver and Kakao to create a seamless pre-trip and in-trip experience.

The campaign specifically targets Korean and Chinese frequent independent travellers throughout their journey. The pop-up further enhances L’Oreal Travel Retail Asia Pacific’s partnership with The Shilla Hotels & Resorts. It also drives traffic to The Shilla Duty Free.

Lancôme Travel Retail Asia Pacific General Manager Linda Wang commented: “Lancôme’s 90th anniversary is an opportune moment for us to honour our legacy, celebrate our heritage and reaffirm our ambition to be the most irresistible beauty brand. We look to deepen brand synergies, with a focus on elevated experiences and innovation for travellers worldwide.”

“This milestone highlights Lancôme’s rich heritage in beauty and reaffirms The Shilla Duty Free’s commitment to offering our customers unique and memorable shopping experiences,” added Shilla Travel Retail Head of Merchandising Changha Shin.

“Together, we aim to create a vibrant celebration that showcases the artistry and innovation that defines Lancôme while enhancing the travel retail landscape for beauty enthusiasts around the world.”

L’Oréal Travel Retail Asia Pacific Managing Director Jesús Abia added: “It was the strategic and concerted effort between all five major partners that made Lancôme’s Rose Ice-Hotel a reality. This partnership not only enhances our commitment to delivering exceptional beauty experiences for travellers but also reflects our innovative approach to connecting with consumers across multiple channels.

“We aim to redefine the travel retail landscape, providing convenience and luxury to beauty enthusiasts globally.”