Shiseido Opens First U.S. Activation at LAX


Tokyo-based cosmetics brand Shiseido has unveiled its first U.S. outpost at the Los Angeles International Airport (LAX) in the Tom Bradley International Terminal (TBIT), the largest and most heavily trafficked terminal in the airport. Designed by Miami-based studio Bloom Miami, the store is clad with four 55-inch LED screens to display products as animated patterns that change based on the movements of customers.

“Disruption has become the new buzzword in travel retail marketing and what better way to disrupt and engage than to activate at the bottleneck of main entrance leading to the TBIT international gates,” says Darin Held, partner at Bloom Miami. “Also, the brands can now sell from the activation platform in addition to sampling—this is a new and exciting proposition for our clients. Not only are they getting incredible brand exposure, but also a direct and measurable return on investment. Airport retail is becoming more premium and experiential over the past few years. Our clients are not only looking for innovative ways to attract customers but to also cultivate brand loyalists.”

Shiseido operates locations in roughly 120 countries.

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