NETHERLANDS. Kering Eyewear and Lagardère Travel Retail have partnered to unveil the first Valentino Eyewear pop-up at Amsterdam Airport Schiphol.
The two-month campaign marks the travel retail debut of the first Valentino Eyewear collection developed and distributed by Kering Eyewear. It is running until 10 August in the Luxury Area of Lounge 2.
The pop-up follows Kering Eyewear’s licensing agreement with Valentino last year to develop, produce and distribute the brand’s eyewear collections worldwide.
The pop-up brings together luxury eyewear, brand storytelling and customer engagement in a space that reflects Valentino’s distinctive visual identity.
It combines prominent digital screens and sleek visual merchandising to introduce the new Valentino Eyewear collection to Schiphol’s international passenger base.
The range draws inspiration from the Maison’s Haute Couture heritage and offers eyewear styles that express individuality and identity. The collection is characterised by statement silhouettes, detailed craftsmanship and premium materials.
For Kering Eyewear and Lagardère Travel Retail, the activation reinforces their ongoing partnership and shared mission to elevate luxury shopping experiences in travel retail.
It also reflects the growing importance of experiential retail as a means of driving discovery and engagement for luxury eyewear in the channel, the partners said. ✈
