SPAIN. Moët Hennessy Travel Retail has partnered with Avolta to unveil the first Moët & Chandon x Formula 1 activation in global travel retail.
The campaign was launched as an exclusive avant-première in Adolfo Suárez Madrid–Barajas Airport Terminal 4 Satellite.
Running since 29 July until the end of September, the 20sq m+ pop-up celebrates the ten-year global partnership between the Champagne house and Formula 1.
The activation combines product discovery, tasting and interactive elements to bring the atmosphere of Formula 1 podium celebrations to the airport. It was timed to maximise visibility around last weekend’s Formula 1 Spanish Grand Prix in Madrid (11-13 September).
The pop-up features a replica Formula 1 podium, which invites travellers to recreate the winner’s celebration at the airport.
At the activation space, Brand Ambassadors dressed in Formula 1-inspired race suits offer grooming services. In addition, a dedicated sampling bar serves travellers a taste of Moët & Chandon. Travellers can also receive gifts-with-purchase, including a branded cap and Formula 1-themed pins.
An exclusive Jeroboam from the 1996 Spanish Grand Prix serves as the visual centrepiece of the activation. The Jeroboam was signed by Formula 1 drivers Michael Schumacher, Jean Alesi and Jacques Villeneuve. It pays tribute to the Champagne spray, synonymous with motorsport celebrations, the brand owner said.
In addition, travellers were able to join a competition for tickets to the Formula 1 Spanish Grand Prix by scanning a QR code at the pop-up.
Vintage photography depicting memorable podium moments celebrate the heritage of Madrid’s Formula 1 history. These are complemented by two LED-screen pillars showing dynamic racing footage.
The activation draws on the partnership between Moët & Chandon and Formula 1 that stretches back more than 75 years. That relationship began in 1950, when Juan Manuel Fangio celebrated his French Grand Prix victory with a toast hosted by Paul Chandon-Moët and Count Frédéric Chandon de Briailles.
The Madrid Airport showcase brings that heritage to the channel for the first time and underlines Moët Hennessy Travel Retail and Avolta’s focus on experience-led retail.
“At Avolta, we want travel retail to inspire discovery and give travellers experiences that are worth stopping for,” commented Avolta Global Head of Liquor David de Miguel.
“Our collaboration with Moët Hennessy Travel Retail at Adolfo Suárez Madrid-Barajas Airport is a strong example of how strategic partnerships, experiential retail and storytelling can bring brands to life in the travel environment.
“Hosting the first Moët & Chandon Formula 1 travel retail activation reflects our ambition to create distinctive experiences around globally recognised brands, while connecting with Madrid’s growing role in the international Formula 1 calendar.”
Moët Hennessy Travel Retail, President Global Travel Retail Nicolas Gilardenghi commented, “Moët & Chandon’s partnership with Formula 1 is one of the most iconic and recognisable collaborations in global sport.
“Bringing this legendary heritage into travel retail allows us to craft immersive experiences that invite travellers to truly connect with the Maison on an emotional level.
“This activation, partnering with Avolta reflects our ambition to transform airports into destinations where culture, storytelling and elevated retail experiences come together.” ✈
