Branding for

Bringing a Korean brand, a UK architect and a Hong Kong retail space together in a 24-hour trading environment.

As project manager, Diadem contracted local trades in Hong Kong to realise the design for a new duty-free real space within Hong Kong International Airport. This involved liaising with airport officials and navigating strict airport protocols to work within a busy 24-hour trading environment.


Shilla Duty Free


GP Studios

local experience

Under the retail brand Beauty&You, the Korean duty-free specialist Shilla brought its operations to Hong Kong International Airport – a major travel hub which 70 million travellers pass through every year. Shilla established a series of concept stores featuring 200 beauty and fashion accessory brands, and which needed to transition seamlessly from existing DFS stores.

Shilla engaged Diadem as project manager to plan, design and manage the phased implementation of these six stores, covering a combined area of 3300sqm.

This involved engaging and managing 14 contractors and consultants for construction, joinery and fixture manufacture, fire services, audiovisual, IT, security, engineering and lighting.

Trusted airport

The design vision for Beauty&You was for an immersive retail experience. Significant digital elements included 50 screens and digital columns, and some 300 display counters.

Diadem worked closely with Hong Kong International Airport management to navigate strict airport protocols and security measures. Clear communication with airport officials and Shilla store operators enabled store openings on schedule, despite the challenges of working in a 24/7 trading environment.

“Our aim is to deliver the ultimate shopping experience to a diverse audience in one of the most robust travel markets in the world.”

  • Alice Woo, Managing Director, Shilla Travel Retail


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