EUROPE. EssilorLuxottica, in collaboration with Avolta, celebrated the 37th America’s Cup with a series of immersive activations highlighting the Prada Linea Rossa Eyewear Collection. The animations, which took place throughout September and October, brought the thrill of the prestigious sailing event to life across major airport locations worldwide.
At the heart of the campaign was a flagship pop-up in Josep Tarradellas Barcelona El Prat Airport Terminal 1, where travellers experienced a 360-degree showcase of the Prada Linea Rossa brand.
A standout feature was a virtual-reality sailing simulator, allowing participants to join a virtual race aboard the Luna Rossa sailboat. The experience was extended online through a dedicated page on the Barcelona Duty-Free website, supported by social media outreach to further amplify engagement.
The activations extended to other high-profile airports, including London Heathrow, London Gatwick and Edinburgh. At Heathrow, large-format digital screens, wall wraps and high-profile window displays enhanced brand visibility.
At London Gatwick and Edinburgh airports, the partners launched high-impact, front-of-store installations designed to capture the attention of passing travellers and enhance visibility for the Prada Linea Rossa collection.
The Prada Linea Rossa line, inspired by the America’s Cup, reflects the fusion of high-performance materials and contemporary design, embodying Prada’s signature approach to athleisure.
Six Prada Linea Rossa styles were made available at participating airport locations two months ahead of its global release, allowing travellers to shop the range ahead of domestic markets.
Designed with high-tech materials and sleek silhouettes, the collection mirrors the precision and innovation of Prada’s technological achievements and the sporting prowess of the America’s Cup athletes.
“Partnering with EssilorLuxottica for this Prada Linea Rossa activation not only showcased the innovation and excellence of the brand, but also allowed us to demonstrate the power of our strategy to put the traveller at the centre of everything we do,” commented Avolta Global Head of Sunglasses Yigit Durna.
“This collaboration enabled us to deliver an impactful experience that enhanced the travel journey and fostered a deeper connection between Prada Linea Rossa brand and our customers, driving both engagement and sales.”
EssilorLuxottica Global Head of Marketing Travel Retail Andrea Testaverde added: “This collaboration with Avolta allowed us to elevate the Prada Linea Rossa brand in travel retail. By integrating immersive experiences into the airport environment, we created an opportunity for travellers to engage with our collection in a memorable way.
“This activation not only increased brand visibility but also strengthened our position in the competitive travel retail market, showcasing our commitment to delivering innovative experiences that resonate with today’s travellers.” ✈
