UK. Molton Brown, part of Kao Corporation, has launched a festive gifting animation at London Gatwick Airport in partnership with Avolta (World Duty Free).
Located in the South Terminal, the Christmas Tree-themed activation opened on 24 October and will run until 25 November.
The pop-up is built around the theme ‘Gifting is the art of knowing’, highlighting the importance of thoughtful gift selection. It aims to help travellers discover meaningful presents that celebrate the special bonds shared with friends and family, especially during the festive season.
Positioned near Molton Brown’s primary retail outlet, the pop-up showcases the brand’s extensive offering of luxury fragrances, bath and body collections and seasonal gift sets.
It doubles as a celebration of Molton Brown’s latest creative direction, unveiled in September under its New Brand World strategy. This vision seeks to reinforce the brand’s positioning in the fragrance market and connect with an expanded audience.
The animation’s eye-catching design features a dynamic digital back wall alongside smaller interactive screens, drawing attention from passing travellers. Inside, customers can explore a curated selection of gifts, supported by on-site Beauty Advisors. These advisors offer tailored recommendations and distribute 1.5ml fragrance samples.
Further enhancing the gifting journey is the dedicated Gifting Bar, which provides an array of wrapping options, including customised fragrance sleeves, gift tags and premium ribbons.
A key attraction within the boutique is the ‘Capture the moment’ selfie station. Travellers can take photos and receive physical copies presented in a Molton Brown-branded frame.
A ‘spin to win’ contest adds an element of gamification. Visitors can win either festive baubles or 7.5ml eau de parfum miniatures as gifts with purchase.
Molton Brown Associate Director Global Travel Retail Rosie Colleypriest commented: “We are very excited to embark on our first Contentainment collaboration, which has got off to a very successful start. This activation underscores our commitment to global travel retail and aligns with our vision of continuing to bring fragrance discovery to life for our travelling consumers.
“The festive season is such a special period, when so many people look forward to spending time with their loved ones. Travel offers everyone a chance to reconnect and we have created a campaign that really celebrates the joy of shared experiences and making new memories.
“This pop-up is a beautiful showcase for our luxury fragrances, which make perfect gifts for the festive season. Our extensive portfolio ensures there really is something for everyone – and this activation has been designed to help passengers make their gift-giving experience memorable and enjoyable.” ✈
