Coty, Safilo, Movado, Hugo Boss and Gebr. Heinemann join hands for cross-category animation in Frankfurt Airport

The best of Boss worlds: The animations brings the breadth of the Hugo Boss brand universe together to offer the brand’s fragrance, fashion, sunglasses, watches and jewellery lines in one pop-up space.

GERMANY. Coty has partnered with Movado, Hugo Boss, Safilo and Gebr. Heinemann to launch an innovative cross-category animation at Frankfurt Airport. The animation is centred around Boss Bottled Pacific, the latest masculine eau de toilette in the Boss Bottled fragrance collection. The pop-up was launched in the beginning of May and will run until the end of June.

Described as a ‘California cool’ scent, Boss Bottled Pacific offers citrus and salt top notes, coconut and cypress heart notes and base notes of warm sandalwood, cashmere and patchouli.

Embodying the Californian spirit of the scent, the cross-category promotion showcases a wide range of products from the Hugo Boss brand universe. This includes fragrances, watches and jewellery, sunglasses and fashion items, all curated to express the summer spirit of Boss Bottled Pacific.

Coty holds the fragrance licence for the Hugo Boss brand, while Safilo has the licence for eyewear and Movado that for watches and jewellery.

(Above and below) The Boss Malibu Beach pop-up concept is the first to bring together Hugo Boss licence holders for one dazzling summer-themed activation in Frankfurt Airport. It is centred around the Boss Bottled Pacific scent. 

The summer-themed animation transports travellers to an idyllic beach paradise via a virtual reality surfing simulation experience. A themed photo booth, complete with a fixed surfboard and ocean backdrop, offers an excellent photo opportunity of travellers to commemorate their visit.  Shoppers also have the opportunity to win a limited-edition surfboard branded with Boss Bottled Pacific colours.

Hugo Boss brand ambassadors are on-site to guide customers through the cross-category pop-up space and showcase the brand’s summer offering.

Gebr. Heinemann Marketing Director Jens Peter Peuckert said: “At Gebr. Heinemann, we want to offer the travellers a spectacular assortment and unforgettable experiences. With this cross-category partnership, we are doing just that.

“Travellers are focusing more and more on ‘total looks’ instead of single categories, which is a key theme of this promotion. In addition, we are telling a story around the selection of articles with summer vibes, a VR surfing experience, a photo booth and more, thereby creating customer engagement and excitement.”

Ride the wave with Boss: A surfing virtual simulator is one of the standout features of the California-inspired pop-up

“At Coty, we are constantly seeking to create new, innovative, and more engaging customer experiences,” added Coty Managing Director Travel Retail Europe Olivier Louis. “For the launch of Boss Bottled Pacific, we wanted to go one step further and really immerse our customers in the Boss universe.

“What better way than to gather Boss fashion, watches, sunglasses and fragrances under the same Boss Malibu Beach concept for a ground-breaking experience? We co-created an unmissable experience, where the best of Boss worlds meet exciting and rewarding retailtainment. We are very proud of this first-ever partnership between Boss cross-categories, Hugo Boss fashion house, Gebr. Heinemann and Frankfurt Airport.”

Hugo Boss Vice President Global Franchise & Travel Retail Till Pohlmann commented: “We are delighted about creating a pop-up with such a complete product offering together with our license partners. We are adding so much more value to this touchpoint with retailtainment to fully immerse visitors in Frankfurt Airport into the world of Boss.”

Safilo Group Commercial Senior Head North, France & Benelux and Global Key Accounts Gabriele Cusani added: “We as Safilo Group are very proud to be part of this cross-category activation developed together with key actors in the industry, capturing consumers into the Boss Universe and creating an innovative experience including different touchpoints. Now that travel retail has very positive trends, it is even more important to be consumer-centric and offer unique storytelling and activation.”

“Movado Group is excited to be part of a unique brand activation at Frankfurt Airport with Gebr. Heinemann for Boss Watches. Innovative and unexpected, the Boss Spring Summer 2023 collection presents bold and sporty pieces, assuring style in every situation for men who wants to disrupt the status quo,” added Movado Group President Hugo Boss Watches & Jewellery Florian Werner. ✈

Be the Boss in Frankfurt: The entire Hugo Boss team, across licences and categories, joins forces for the first-of-its-kind promotion in Frankfurt Airport

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