Travel Retail Highlights IV
A Chanel summer at Heathrow
Chanel, Dufry and Heathrow Airport have joined forces for a vibrant, summer travel-themed activation ahead of the peak summer travel period.
The ‘Eté de Chanel’ or ‘A Chanel Summer’ pop-up, located in Terminal 5, brings the brand’s makeup, fragrance and skincare heroes to life through playful retailtainment features and immersive pastel-coloured retail design.
The Chanel logo is reimagined in a variety of colourful graphics which are displayed via a giant LED screen behind the pop-up. Airplanes, suitcases, postcards and destination-inspired stickers are dotted throughout the pop-up space to highlight different hero lines from Chanel.
A dedicated fragrance discovery zone and interactive makeup table add further to the experience, while a travel-themed gifting station allows travellers to personalise their purchases with branded Chanel stickers and postcards.
Fragrance is a key focus at the animation, where destination-inspired decor, postcards and stickers bring the travel theme to life
A colourful photo zone offers the chance to take commemorative selfies. Playful slogans saying, ‘Allure Aboard’, ‘Chanel Airlines’ and ‘Chance Coast’ reference hero lines and underline the pop-up’s travel theming in a clever and fun way.
Some of the lines featured include Allure, Coco Mademoiselle, Bleu de Chanel, Chance, Chanel N°5 and Hydra Beauty Micro Sérum as well as the Les Beiges foundation and Rouge Flash makeup lines.
Comment: Ahead of the busy UK school holiday travel period, the colourful pop-up captures the spirit of summer travel and also effectively plays with recognisable Chanel motifs, making for an effective, eye-catching beauty experience for Heathrow passengers.
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The Moodie Davitt eZine
Issue 325 | 2 August 2023
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