Travel retail highlights

Why it’s good to be bad

Do women really prefer Bad Boys? Travellers at Barcelona El Prat Airport are set to find out in Carolina Herrera’s latest dynamic pop-up installation.

A 24sq m pop-up located in front of the Dufry store in Terminal 1 is promoting the brand’s masculine Bad Boy fragrance, and is running until early 2020.

The activation features plenty of Puig’s experiential innovations, most notably the AirParfum fragrance station, a patented fragrance discovery tool that transforms purified air into fragranced air, allowing for an overall improved olfactory experience without saturating the nose.

It also features a digital touch-screen where visitors are invited to ‘wake up their inner Bad Boy’. The screen ignites lightning bolt visuals on both the screen and the digital flooring, as well as a golden lightning bolt in 3D.

Final touches include the chance for travellers to take home their ‘bad boy memories’ via a selfie zone, or take photos in a touch-activated double-sided sequin wall.

There is a wealth of innovation here, all in aid of creating memorable customer experiences, proving that it’s good to be bad.

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The Moodie Davitt eZine

Issue 269 | 15 October 2019

The Moodie Davitt eZine is published 20 times per year by The Moodie Davitt Report (Moodie International Ltd).

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