Our regular feature, brought to you in association with Duty Free Global from Ireland, celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
UAE. Today’s selection of images comes from Dubai Duty Free (@dubaidutyfree), which celebrated the talent and passion of its Display Department with an inspiring video tribute on Instagram.
Spanning eight nationalities, the Display Department is responsible for shaping the visual merchandising and display execution of one of travel retail’s most influential operators.
From large-scale seasonal campaigns to the smallest points of detail on the shop floor, the team’s remit extends across all terminals and showcase spaces at Dubai International Airport.
The Dubai Duty Free Display Department was one of the winners of The Moodie Davitt Report’s Travel Retail Superstars Awards 2626. The recognition highlights not a single execution, but the collective impact of the department’s work.
The Travel Retail Superstars judges said, “A programme of transformation and innovation since 2024 – one that now integrates the physical and digital much more seamlessly – has elevated the look, feel and style of many campaigns.”
In the video tribute, Dubai Duty Free Display Artist Sherwin Sural commented: “We are passionate about every project we work on and together we turn ideas into reality. Every terminal is different. Every campaign tells a new story. We have to think fast and move even faster.
“From major seasonal campaigns to everyday promotions, every detail is created in-house. We’re like a family. Everyone brings something different. We push each other to do better. It is not just what we create it is how we create it together.”
Sural added: “The most rewarding part is seeing our ideas transform into real displays that travellers interact with every day at Dubai International Airport.”
In an industry increasingly driven by experiential retail, Dubai Duty Free’s Display Department stands as a reminder that behind every compelling campaign lies a team turning vision into reality. ✈
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