Our daily feature celebrates memorable scenes, moments, launches and campaigns from the global aviation and travel retail sphere.
If one were to draw up a list of the brands that consistently stand out in travel retail for the quality of their merchandising, overall presentation and sheer display vibrancy, which would you include? Veuve Clicquot Champagne, certainly. Chanel, unquestionably. Absolut, absolutely. Johnnie Walker, frequently. And of course several others.
Right near the top of my list would be Jo Malone London, the Estée Lauder Companies-owned perfumes to luxury candles to bath products brand. Some of the house’s stand-alone travel retail executions are best-in-class, lovely, alluring feasts of the visual, touch and olfactory senses.
And so are many of its corners, counters and campaigns. While rushing for my plane at Shanghai Pudong Airport last week post The Trinity Forum, I was stopped in my tracks by the image above as I raced to my gate. It’s everything that visual display for a brand should be, exuberant and enticing at the same time.
Final call or not, the display prompted me to enter the Sunrise Duty Free store, where I discovered the world of Jo Malone London brought beautifully to life with a glorious combination of personalisation and premiumisation. Isn’t that what duty free is meant to be all about?
