Travel Retail Highlights IV
Athens Airport’s Armani Island experience
Summer-themed activations added a theatrical and enjoyable flourish to every airport as leisure travel soared in Europe this year. Among the highlights was a special Armani Island activation at Athens International Airport, developed by Giorgio Armani Beauty and Dufry.
The L’Oréal Groupe brand and its retail partner immersed travellers in elements such as a fragrance discovery zone, which invited travellers to discover the Armani Island fragrance selection. Travellers were able to choose their preferred scents from the diverse range with a special focus on the recently launched Acqua di Gio Parfum.
All fragrance bottles featured are refillable and designed to last. The formulations favour natural-origin ingredients that are responsibly sourced through local programmes and NGOs based on fair trade principles.
Colourful retail design, interactive digital elements and immersive product discovery characterise the Armani Island pop-up in Athens
All fragrance bottles featured are refillable and designed to last. The formulations favour natural-origin ingredients that are responsibly sourced through local programmes and NGOs based on fair trade principles.
The Armani Island pop-up also invited travellers to experiment with a number of Giorgio Armani Beauty summer makeup looks.
(Above and below) Travellers could learn how to achieve their favourite Giorgio Armani Beauty makeup looks and take a selfie at the photobooth to commemorate the experience
Comment: This was a rounded campaign with physical and virtual touches aplenty. Beauty Advisors helped travellers find their own shade from the Giorgio Armani Beauty Luminous Silk foundation collection, recommending the right products to add to their beauty arsenals.
A digital entertainment zone was a standout complementary element and featured a dedicated photobooth. To add an element of personalisation, travellers were able to write personalised postcards to send to their loved ones.
As a final flourish, visitors to the pop-up were given Giorgio Armani beach towels as a special and practical souvenir. All in all, a fine showcase for Giorgio Armani Beauty’s key fragrance and makeup lines through interactive digital and retailtainment elements.
Beauty advisors were on hand to help travellers choose their perfect Giorgio Armani Beauty scent
Travellers were gifted branded beach towels as commemorative souvenirs
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The Moodie Davitt eZine
Issue 327 | 29 September 2023
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com