UK. EssilorLuxottica and World Duty Free (Avolta) have partnered to run an immersive Prada Eyewear activation across nine UK airports.
The UK airport roll-out was centred on an ‘Urban Beaches’ concept, part of Prada Eyewear’s broader Days of Summer 2026 campaign.
The initiative portrayed beach landscapes within metropolitan settings, placing sand atop skyscrapers and suspended in mid-air to create an unexpected visual environment for travellers.
The flagship Urban Beaches pop-up ran from 27 May to 23 June in London Heathrow Airport Terminal 3. This was complemented by additional branded visibility from 2-29 June.
The Heathrow activation was located in the Dome Site area immediately before the main T3 World Duty Free store. Immersive digital screens featured throughout the space and guided travellers through the corridor and towards the retail destination.
An interactive retailtainment experience anchored the pop-up. Travellers were able to explore the Prada Eyewear collection via a personalised discovery journey, which helped identify eyewear styles best suited to individual preferences.
The campaign was supported by additional Prada Eyewear branding throughout the terminal, including in the Sunglasses Boutique and at the Terminal 5 Collection store.
Dedicated branded towers extended the campaign across multiple Avolta-run airport retail environments. These included Heathrow Terminal 2, London Stansted, East Midlands, Bristol, Glasgow, Liverpool John Lennon, Edinburgh, Birmingham and Newcastle airports.
“Our ambition is to transform airport retail into an engaging and memorable experience for travellers,” commented World Duty Free Global Promotions Manager – Watches, Jewellery & Sunglasses Carla De Lellis.
“Prada Days of Summer 2026 is a strong example of how a luxury eyewear campaign can be amplified across the journey, from digital touchpoints to physical retail spaces.
“Through this activation, we are able to offer consumers a distinctive moment of discovery while strengthening the role of our stores as premium lifestyle destinations.”
EssilorLuxottica Head of Marketing Travel Retail Andrea Testaverde said, “This activation brings Prada Eyewear’s Days of Summer 2026 campaign to life through a powerful travel retail experience that combines immersive digital visibility, interactive engagement and curated product discovery.
“Together with World Duty Free, we are creating a seamless brand journey that connects with travellers across multiple touchpoints, while showcasing Prada’s distinctive design language in a highly impactful and contemporary way.” ✈
