FILTR brings the tobacco world-first 'Jasmine House' to Changi Airport
When China International Duty Free (CIDF) approached FILTR several years ago with an opportunity to create a concept for something truly unique for the tobacco category in travel retail we were understandably excited. Fast-forward to today and that concept is now a reality, in the form of the stunning ‘Jasmine House’ at DFS’s flagship store at Changi Airport in Singapore.
Creating a bespoke boutique concept for tobacco products presents many challenges, due to legislative restrictions on the marketing of tobacco products. However – challenges present opportunities. CIDF’s portfolio of Chinese brands offered a unique opportunity to reinterpret the presentation of tobacco products and accessories to smokers in travel retail. We established key design pillars of authenticity, sophistication and attention to detail to curate an inspiring and immersive environment.
The concept behind Jasmine House recreates the look and feel of a Chinese gentleman’s study, filled with items he may have collected from travels around China. Inspired by China’s rich design heritage, traditional elements such as the intricate brass fretwork and curated antiques are presented alongside more contemporary accents, such as the colourful tiled flooring and beautifully illustrated wallpaper featuring birds and plants.
This shop-in-shop is now deemed as ‘best-in-class’ in terms of a premium retail experience for high-demand, high-value Chinese products, for the travelling Chinese consumer.