Keep it quiet, but there is a third even worse scenario which is guaranteed to keep us creative types up at night checking under the bed for the bogeyman; the imposition of too many barriers. This results in one hot creative mess which no client ever wants to see, trust me; so let’s pretend I never mentioned it.

Why am I talking about boundaries? Well, unless you’ve been in deep hibernation for the last few months, you will be aware that, as an industry, we are facing probably the biggest ‘boundary’ ever seen in our rich history. It is a boundary that has removed planes from the sky, removed our precious shoppers and removed our revenues.

As lockdowns are slowly being lifted across the globe we, the travel retail collective, look on in nervous anticipation. But even as passenger numbers start to rise, one boundary will remain for some time to come; social distancing. How do our cosmetics companies appeal to passengers wearing face masks and how do the wines & spirits brands sample their delicious liquids to people who will not put anything near their mouths?

To a creative mind, this challenging boundary is also a wonderful opportunity. I have been so excited and proud to see the ingenious solutions the creative industry has already developed and how well these have been received by the public. In fact, the general public is actively drawn to those initiatives which allow them to reconnect with others. As such, the brands and retailers responsible for creating them find their brand equity growing exponentially.

We have all seen the reworked logos of Adidas, Audi and McDonald’s which feature subtle social distancing messages (you know, the one where the golden arches have been separated) and we also love the iconic Time Out temporally rebranded as ‘Time In’. These, though, are just cute PR gimmicks. It has been the tiny brands, the obscure retailers and the undiscovered restaurants who have taken up the challenge and taken up their places in the hearts of a responsive public.

I am particularly drawn to Mediametic Eten, a vegan restaurant in Amsterdam, which has erected mini greenhouses outside its kitchen, each containing a single dining table and two dining chairs. Diners can sit in their own space, safely segregated from fellow guests, and have their choices from the delicious vegan menu passed into their little greenhouse dining rooms on two-metre long boards, ensuring the waiting staff also maintain a safe distance. What fun. What a great experience.

In Virginia, USA, the chef at the Inn at Little Washington contacted a local theatre company for its help with a quirky but brilliant idea. He now sits mannequins dressed in full 1940s theatre costumes at the seats he must keep empty which ensures the restaurant retains the vibe of being full while enhancing the theme of the vintage décor. You would be right in thinking it’s all a bit creepy, but you can’t argue about it making one hell of a one-off experience.