MEXICO. Duty Free Dynamics has teamed up with Dufry to activate a Seiko pop-up at Mexico City Benito Juárez International Airport.
The Terminal 1 space was highlighted in an event which coincided with Mexico’s popular ‘Día de los Muertos’ (Day of the Dead) holiday on 2 November.
Día de los Muertos is a celebration of life and death. While the holiday originated in Mexico, it is celebrated all over Latin America where revellers don makeup and costumes and hold parades and parties with colourful calaveras (skulls) and calacas (skeletons) predominate features. The theme is death but the holiday emphasises love and respect for deceased friends and family members. According to National Geographic, the Day of the Dead is regarded by many as a reaffirmation of indigenous life. |
Seiko highlighted its latest range of watches and welcomed all pop-up visitors with ‘Dead Man’s bread’ and coffee.
Duty Free Dynamics Seiko Brand Manager Monica Martinez said: “This launch event was a great way to introduce or reintroduce the Seiko brand to passengers. It was an experience beyond what the store usually does.”
Duty Free Dynamics underlined the success of the ‘out-of-the-box’ event and noted the “intense” traffic it generated, with over 300 visits in eight hours.
