Earlier this month we remarked on the brilliant (in every sense) Swarovski Christmas tree, pictured above at Dubai Duty Free.
This spectacular showcase of festive sparkle in front of a Dubai Duty Free store at DXB (Dubai International) Concourse B features a four-metre tall tree made out of Swarovski crystals. It is at the centre of a pop-up installation displaying the brand’s ‘Naughty or Nice’ holiday collection as well as the Classic collection, Remix collection, and travel retail exclusives.
Could any airport match it, we asked?
Well, Swarovski might be shining bright in Dubai this Christmas, but it’s got plenty of rivals around the world.
Fauchon Paris Travel Retail Director Global Alexandre Antuszewicz sent us this lovely example – just one of many Fauchon Christmas trees ‘planted’ in all the great gourmet brand’s key travel retail locations.
How about the marvellous show of seasonal festivity pictured below from Brussels Airport, which is pampering its passengers in a magical Christmas setting with animations, gifts, discounts and extras in the numerous shops and restaurants? Fairy-tale lighting, live music, children’s entertainment, last-minute gift ideas and special Christmas settings for the best Instagram photos and selfies contribute to a warm and inviting Christmas mood (look out for our extended story on this brilliant promotion, coming soon).
What about a Christmas tree, you ask? Yes, Brussels Airport has thought about that too, honouring the country’s culinary traditions with a giant chocolate Christmas tree by renowned Belgian chocolatier Neuhaus.
From Budapest Airport, Senior Retail Marketing manager Nikolett Huszák got in touch to show us this special ‘typotree’ Christmas tree, part of a wide-ranging BUD Retail Xmas promotion between 15 November and 15 December involving all the shops at Budapest Airport. BUD Retail also partnered with lead retailer Heinemann Duty Free in a charity action as part of the campaign.
We then reported on Rituals’ seasonal ‘A wish for happiness’ pop-up campaign at Amsterdam Airport Schiphol, in partnership with Kappé Schiphol and Schiphol Media. The exhilirating activation combines sight, sound, and scent via a giant Christmas tree in the Schiphol Plaza, which is enhanced with a scenting machine and Christmas music. Another Rituals Christmas tree adds holiday cheer in Schiphol Lounge 2.
Both trees are decked out with Rituals gift sets and Christmas baubles, and serve as a great photo opportunity for travelling shoppers.
Next our attention turned to John F. Kennedy International Airport Terminal 4 where operator JFKIAT has collaborated with North American travel retailer Hudson to open what it describes as a “one-of-a-kind holiday shopping experience” in the Retail Lounge. The ‘Holidays by Hudson’ festive pop-up was inspired by the well-known Bryant Park Holiday Village in New York City and naturally features a Christmas tree.
Next stop on our whirlwind Christmas journey is Pittsburgh International Airport, which is hosting its annual holiday open house, complete with strolling carolers and a stop by a jolly bearded chap wearing a red suit. The airport’s towering 60-foot tree takes pride of place in the Airside Terminal Center Core. The terminal halls are also decked out with festive trees, wreaths and garland throughout.
It doesn’t feature a Christmas tree but as far as Christmas decorations go, Chanel No 5’s seasonal activation takes some beating. Pictured is the activation with Ever Rich Duty Free at Taoyuan International Airport in Taipei.
In the UK, Heathrow Airport has installed periscopes in Terminals 2 and 5 for passengers travelling throughout the Christmas period. The periscopes look down on Santa’s elves hard at work revealing the truth behind Heathrow to families.
Heathrow Airport, my second home, can also be relied on for some great Christmas trees and this year is no exception as the photos I have snapped over recent weeks testify.
Has your airport, store or brand embraced the festive spirit? Send me examples to Martin@MoodieDavittReport.com and I will add them to our Christmas collection.
