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.
Today’s images are courtesy of EVERRICH Duty Free, which has ushered in the key year-end holiday period with an array of festive displays across Taiwan’s major international airports.
At Taoyuan International Airport in Taipei, EVERRICH has unveiled a Christmas tree concept in Terminal 1 and Terminal 2 that blends technology with Taiwanese cultural elements.
Dressed in outfits inspired by Taiwan, the elves are portrayed crafting ‘Taiwan-flavoured’ Christmas gifts and sending festive wishes to travellers.
Among these installations, the nearly 7-metre-tall Christmas tree located in T2 stands out as a visual centrepiece. Designed to be both eye-catching and interactive, the tree has quickly become one of the most popular photo spots among international travellers, attracting visitors eager to capture and share the experience.
Beyond delivering high-quality service, EVERRICH Duty Free said it is committed to promoting Taiwan’s distinctive culture.
This year, the team reimagined Christmas through a Taiwanese creative lens, presenting a uniquely local interpretation of the Christmas tree.
The installation features classic holiday elements such as gift boxes and candy canes, while the elves moving along the ‘production line’ bring the scene to life.
Some wear Santa hats, others carry traditional Taiwanese Jia-Zhi bags as waist pouches or hold the familiar fruit and vegetable crates commonly seen in local markets.
“Every detail reflects a sense of Taiwanese everyday life, creating a nostalgic, retro atmosphere that has sparked a wave of interest and fond memories throughout the airport,” EVERRICH commented.
The experience extends beyond visual appeal. By scanning a QR code on the tree, travellers can take part in a simple interactive activity, share their favourite memories of Taiwan, and generate a personalised festive photo effect.
Upon completing the interaction, passengers are guided into EVERRICH stores to redeem small gifts, effectively linking festive engagement with in-store traffic and commercial conversion.
To further enhance the atmosphere, an ‘Elf Rhythm Party’ took place on 18 December in T2, featuring a percussion performance using traditional Taiwanese instruments.
“Through festivals that combine different cultures, EVERRICH demonstrates how experiential design, digital interaction and cultural storytelling can work together to enrich the airport time, drive store visits and deliver lasting memories of Taiwan to the traveller,” the company concluded. ✈
{The Moodie Davitt Report – through Moodie Davitt STUDIO* – also produced ‘Innovating Within’, a highly cinematic film dedicated to EVERRICH Duty Free’s 30th anniversary. The film was shot on location at Taoyuan International Airport and written and presented by The Moodie Davitt Report Founder & Chairman Martin Moodie. To watch with subtitles, English and/or Chinese, simply click on the subtitles button below and choose your language.}
*About Moodie Davitt STUDIOMoodie Davitt STUDIO is a division of The Moodie Davitt Report, among the world’s most successful multi-media business-to-business publishers, specialised in providing multi-media business intelligence of the highest quality to the global aviation and travel retail sectors. Moodie Davitt STUDIO productions feature a wide variety of formats and subject matter, from 60-90-second shorts designed for multiple social media channels to longer documentaries and even series to be shown across our and clients’ platforms. *For partnership enquiries please reach out to: Martin Moodie: Martin@MoodieDavittReport.com (Content) Irene Revilla: Irene@MoodieDavittReport.com (Sales, International) Zhang Yimei: Yimei@MoodieDavittReport.com (Sales, China) |
