Lagardère Travel Retail Singapore honored with Patron of Heritage Award 2023
Lagardère Travel Retail Singapore is proud to announce it was awarded the Patron of Heritage Award 2023, recognizing their significant contributions to Singapore’s rich cultural heritage.
On September 24, 2024, at the Asian Civilizations Museum, Minister for Culture, Community and Youth Edwin Tong presented this prestigious accolade to Lagardère Travel Retail Singapore during the National Heritage Board's annual Patron of Heritage Award ceremony. This award acknowledges patrons who have made a significant contribution through cash, artifact donations and in-kind support for various heritage initiatives in 2023.
The recognition honors our commitment to elevating Singapore's heritage on the global stage, particularly through our spectacular Discover Singapore campaign, 'Celebrate All Things Peranakan'. This initiative, in partnership with The Intan, a renowned local Peranakan Home Museum, brought the vibrant traditions and rich history of Peranakan culture to the heart of Changi International Airport. Our campaign transformed the Discover Singapore store with Peranakan-inspired design elements and rare artifacts from The Intan, dating back to the early 1900s.
The immersive displays in-store provided a vibrant visualization of Peranakan customs, while our communications featured lively and interactive storytelling and impactful visual merchandising. Travelers were encouraged to capture and share their personalized Peranakan experience by taking photographs against the backdrop of an iconic heritage shophouse façade.
The shopping experience immersed visitors in time and culture. Travelers could take home a piece of Singapore’s living heritage through an exclusive line of premium local delicacies showcasing the rich and complex flavours of the Peranakan cuisine and its hybridized roots. We also offered intricately designed, limited-edition Peranakan-themed gifts and souvenirs featuring hand-painted, auspicious motifs, perfect as additions to personal collections or as special gifts to loved ones.
For more details on the campaign: https://www.lagardere-tr.sg/en/celebrate-all-things-peranakan-0
Ann Pang, Chief Executive Officer of Lagardère Travel Retail Singapore, in celebration of our award, stated: “This award is a true testament to the hard work and dedication of our entire team who poured their heart and soul into making this vision a reality, and the strong partnership with The Intan. It represents our drive to continually feature our heritage and bring an exceptional sense of place to enhance the retail and cultural experiences in travel. This is a win for all of us who believe in the power of heritage, culture, and creativity!”
This initiative exemplifies Lagardère Travel Retail's unwavering commitment to creating a strong sense of place in our stores, offering passengers a genuine taste of the destination even within the airport. By showcasing authentic local products and creating immersive cultural displays, we aim to transform the airport retail space into a gateway to the local culture, enhancing the overall travel experience and fostering a deeper connection between travelers and the destinations they visit.
We are excited about future opportunities to showcase Singapore’s unique heritage to enhance the traveler shopping experience at Changi International Airport.