Penhaligon’s embraces sense of place with its ‘Festival of Flight’ pop-ups

This year, British fragrance house Penhaligon’s introduced its channel-exclusive ‘Festival of Flight’ concept at three major airports. The roll-out began with The Shilla Duty Free at Incheon International in February and reached Dubai Duty Free at Dubai International in April. As reported, the third activation was unveiled in partnership with Avolta at London Heathrow earlier this month and is running until the end of August.

The pop-ups, inspired by early aviation days, feature old travel contraptions and machines such as a hot air balloon, propeller plane and blimp. This concept is notable for its strong sense of place, offering passengers experiences and gifts-with-purchase tailored to each location, such as luggage stickers of Korean landmarks at Incheon International.

An interactive photobooth took travellers on a virtual journey from Seoul to London (Penhaligon’s home). Shoppers could ‘visit’ landmarks of cities along the way and download a video and share it on social media to receive complimentary products. They also had the option to buy a limited-edition fragrance set featuring packaging decorated with vintage travel contraptions.

At the ongoing London pop-up, passengers can get purchases wrapped in special ‘Festival of Flight’ sleeves with a Heathrow Airport stamp. The experience also incorporates a Fragrance Profiling experience in which Penhaligon’s ambassadors help visitors find their signature scent. To drive visibility and awareness of the campaign pre-trip, an advertising promotion is running on World Duty Free UK’s ecommerce website and social media channels, as well as on the Uber mobile application.