US. Puig Travel Retail Americas has partnered with International Shoppes to open the Hotel Carolina Herrera pop-up at George Bush Intercontinental Airport in Houston, Texas.
The 20sq m pop-up is a celebration of ‘alegría de vivir’ or the joy of living, one of the core values of the Carolina Herrera brand. It is located in Terminal D and will run through to May.
“It’s our pleasure to bring the iconic retail experience offered by Carolina Herrera to travellers at George Bush Intercontinental Airport – a strategically important airport for the brand in North America,” commented Puig Travel Retail Americas General Manager Felipe Grant.
“The Carolina Herrera Hotel pop-up is a major statement from Puig and the timing couldn’t be any better, with the brand recording a strong performance month after month. Our thanks go to International Shoppes for the great partnership and allowing us to bring to life the ‘alegría de vivir’ that the brand is known for in this vibrant space.”
Hotel Carolina Herrera is an exclusive space that brings Carolina Herrera’s modern and elegant aesthetic to life. The pop-up is dressed in the brand’s signature red colour palette and features playful design elements such as a golden bellboy luggage trolley.
The pop-up takes travellers on a multi-sensorial experience that incorporates engaging retailtainment and sampling. Two bellboys in red uniforms complete the playful hotel environment.
The animation showcases Carolina Herrera’s new Very Good Girl and Bad Boy Le Parfum scents and features a dedicated photo space. The area has been decorated with the tagline ‘Very bad with a good heart’.
Other Carolina Herrera ranges featured in the pop-up include the 212 VIP Rosé and 212 Men, Good Girl and Bad Boy. The scents are showcased through fragrance bars and QR codes that offer more information on each line.
An interactive game boosts the retailtainment factor. The concept invites shoppers to choose a door number and open it for a chance to win fragrance samples. Shoppers are given more than one opportunity to win if unsuccessful on their first try. Exclusive gifts with purchase are also available.
In addition, a complimentary gifting-to-go service is available in line with the experience offered at Carolina Herrera boutiques. The gifting service offers an envelope with all the necessary elements for travellers to wrap their purchases once at their destination.
International Shoppes Vice President Scott Halpern added, “Carolina Herrera is a great brand, which has shown tremendous growth over the years within our stores. We are delighted to partner with Puig and bring forth such a unique and memorable experience to George Bush Intercontinental Airport. The pop-up is a true enhancement to the terminal and we are excited to see consumers interact with, explore and shop Carolina Herrera’s portfolio.”
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