Italian heritage chocolatier Baratti & Milano ran a dynamic series of pop-up activations in Europe travel retail during the first half of the year.
The brand’s activations spanned key European airports, including Milan Malpensa, Linate and Bergamo; Madrid Barajas; Rome Fiumicino; Bologna Guglielmo Marconi; Florence Amerigo Vespucci and Turin-Caselle, with some animations still ongoing.
The biggest activation was hosted in Rome Fiumicino Airport Terminal 1. Baratti & Milano showcased an Easter podium complete with a mini Fiat car and fresh flowers from late March through April.
In addition, the brand redesigned its back walls at the airport with seasonal displays and is running a high-profile promotion in the Terminal 1 Schengen store.
In Milan Malpensa Airport Terminal 2, Baratti & Milano ran a colourful Novi ‘Ape’ mini truck pop-up from January through April, with a subsequent pop-up running from May to July.
The display featured the group’s signature Novi chocolates with vibrant product visuals to entice purchases in a high-traffic environment.
In March, Baratti & Milano hosted activations at Milan Linate, Milan Bergamo and Bologna airports in partnership with DFS Group, reinforcing the brand’s strong Italian identity.
Baratti & Milano ran two activations at Madrid Barajas Airport in early 2025. Terminal 4 featured a tasting desk in February, while Terminal 3 featured a branded cube display throughout March. Both activations encouraged sampling and engaged travellers with the help of brand ambassadors.
Turin Caselle Airport featured a bright-red impulse podium in January and February. The podium was designed capitalise on last-minute purchases and showcased the Novi Gianduiotto, Gran Selezione and Cuadro expressions.
At Florence Airport, a tasting desk activation ran through March and April, offering a sensorial introduction to Baratti & Milano’s artisanal chocolate range.
Each installation combined classic Italian aesthetics with premium merchandising, inviting passengers to indulge in a classic chocolate experience that celebrates Baratti & Milano’s heritage.
A legacy of Italian chocolate craftsmanship
Founded in 1858 by Ferdinando Baratti and Edoardo Milano in Turin, Baratti & Milano has over 165 years of chocolate-making know-how. The company earned early recognition as an Official Supplier to the Royal House of Savoy and continues to uphold its heritage through the use of premium ingredients and time-honoured recipes.
Now based in Bra, near the Langhe hills – home to the Tonda e Gentile hazelnut – its portfolio includes its signature creations such as the original Cremino, Gianduiotto and the Pralina Nocciolato 1858, combining rich gianduja with Italian hazelnuts.
Today, Baratti & Milano remains committed to delivering artisanal chocolate experiences that reflect its deep-rooted Italian tradition and is steadily expanding its presence in global travel retail. ✈
