DENMARK. Kering Eyewear and Gebr. Heinemann have partnered to launch a Maui Jim experience at Copenhagen Airport. The animation is designed to bring Maui Jim’s Hawaiian heritage to life at the Danish gateway, while highlighting the power of the brand’s PolarizedPlus2 Technology lenses.
The Maui Jim pop-up, in place until September, is located in the Gebr. Heinemann Experience Space. This multi-functional and digitally driven pop-up zone serves as a platform for a rotating roster of brands across categories.
At the Experience Space, travellers are guided by Brand Ambassadors to interactive screens where they can lift a pair of sunglasses from the Maui Jim Ekahi collection and activate educational animated brand content.
A surf simulator, reminiscent of 1980s arcade games, is a standout element. The retailtainment activity, introduced for the first time in European travel retail, invites players to outsurf each other while viewing content through polarised video screens. The content is only visible when wearing Maui Jim’s polarised lenses.
The space is decorated with a Maui Jim sunset gradient colour palette, transporting travellers to the sunny shores of Hawaii. In addition, customers who purchase a pair of Maui Jim sunglasses receive a special gift.
Kering Eyewear Head of Global Travel Retail Emanuele Lasagna commented: “We are very happy to celebrate a long-lasting partnership with Gebr. Heinemann, bringing innovation and engagement to travellers at Copenhagen airport, one of the most prestigious hubs in Europe.
“Our common objective was to re-launch Maui Jim in travel retail. Kering Eyewear’s creativity and disruptive thinking, combined with Gebr. Heinemann’s innovative approach and solid network, made our ambitions real. I look forward to seeing many more of these partnerships in the travel retail channel, continuously building and leading the development of luxury eyewear globally.”
Gebr. Heinemann Director of Purchasing Fashion, Accessories & Watches Jewellery Jan Richter added: “The great partnership between Kering Eyewear and Gebr. Heinemann has ushered in a new era of shopping experience at Copenhagen Airport. The Maui Jim dedicated area is a platform that immerses travellers in the brand’s world through interactive technologies and memorable retail entertainment activities.
“The launch of this Experience Space underscores a shared commitment to excellence in customer service and the pursuit of continuous innovation in the luxury travel retail eyewear market. It is a clear sign that both companies understand the importance of the customer satisfaction and are willing to explore new ways to constantly improve and enrich that experience.” ✈
