Our regular feature celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
UK. Today’s choice comes from The Moodie Davitt Report Brands Director Hannah Tan-Gillies, who spotted this vibrant, summer travel-themed activation from luxury house Chanel at Heathrow Airport.
The ‘Eté de Chanel’ or ‘A Chanel Summer’ pop-up, located in Terminal 5, brings the brand’s makeup, fragrance and skincare heroes to life through playful retailtainment features and immersive pastel-coloured retail design. It was launched in partnership with World Duty Free (Dufry).
The Chanel logo is reimagined in a variety of colourful graphics which are displayed via a giant LED screen behind the pop-up. Airplanes, suitcases, postcards and destination-inspired stickers are dotted throughout the pop-up space to highlight different hero lines from Chanel.
A dedicated fragrance discovery zone and interactive makeup table add further to the experience, while a travel-themed gifting station allows travellers to personalise their purchases with branded Chanel stickers and postcards.
A colourful photo zone offers the chance to take commemorative selfies. Playful slogans saying, ‘Allure Aboard’, ‘Chanel Airlines’ and ‘Chance Coast’ reference hero lines and underline the pop-up’s travel theming in a clever and fun way.
Some of the lines featured include Allure, Coco Mademoiselle, Bleu de Chanel, Chance, Chanel N°5 and Hydra Beauty Micro Sérum as well as the Les Beiges foundation and Rouge Flash makeup lines.
Ahead of the busy UK school holiday travel period, the colourful pop-up captures the spirit of summer travel and also effectively plays with recognisable Chanel motifs, making for an effective, eye-catching beauty experience for Heathrow passengers. ✈
