TURKEY. Puig Travel Retail Europe and Unifree Duty Free (a Gebr Heinemann joint venture) have teamed up to host a captivating new narrative-driven Penhaligon’s pop-up at Istanbul Airport.
The consumer-centric activation celebrates the British fragrance house’s storytelling and immerses travellers in the world pf Penhaligon’s. It features a striking floor-to-ceiling digital display, giant fragrance flaçon and whimsical pop-up space design.
The concept was unveiled in January and occupies a high-profile space in Terminal 4. It will run until the end of June, with Penhaligon’s products to be permanently available from July.
“Puig remains strongly committed to travel retail as a brand building platform and dedicated to delivering engaging, disruptive retail to make our customers dream,” commented Puig Vice President Travel Retail Kaatje Noens.
“Storytelling is at the heart of Penhaligon’s and we’re delighted to bring the brand’s unique fragrance stories to life via this engaging space at Istanbul Airport, which combines retail excellence and digital elements to enhance the shopper journey.”
The Penhaligon’s pop-up shines the light on the brand’s Portraits and Trade Routes Collections and features several innovative digital elements to bring the two fragrance lines to life.
The Portraits Collection was inspired the lives of imagined British aristocrats from the end of the 19th century and takes entertainment and story-telling to new heights. The collection welcomes ‘William Penhaligon,’ a new woody oriental fragrance that pays homage to the fragrance house’s founder, who was formerly a Cornish barber.
The Portrait Collection fragrances are presented in elegant glass bottles accented by brass bottle-caps. It comes in striking packaging designed by Icelandic illustrator Kristijana S. Williams.
The Trade Routes Collection takes inspiration from fictitious journeys around the world to source ‘The Finest Exotic Imported Ingredients’ in the 19th century. The line’s hero product, ‘Halfeti’, was inspired by a black rose found on the Euphrates River in the town of Halfeti, Turkey. The unisex fragrance combines fruits and spices with floral jasmine notes.
One of the pop-up’s key features is Penhaligon’s ‘Magic Monocle’ fragrance profiling tool. Magic Monocle is a self-discovery programme that helps customers learn about the story behind each Penhaligon’s fragrance by scanning a QR code. The tool also provides ingredient and olfactive information for each fragrance and offers product recommendations based on each customer’s preferences.
“Penhaligon’s is a one-of-a-kind brand that beautifully complements our wider assortment of niche brands through its unique retail concept and fantastic product assortment,” commented Unifree Chief Commercial Officer Ian Foster.
“Additionally, the brand’s focus on offering incredible consumer experiences and obsession with customer service nicely aligns with our strategy as a retailer. Penhaligon’s is a fantastic asset to encourage travellers to discover the wider duty free offer in-store and we are delighted to finally have the opportunity to present the brand to our customers at Istanbul Airport,” Foster added.
Heinemann Director Purchasing Perfume & Cosmetics Britta Hoffmann commented, “With Penhaligon’s, we are delighted to present yet another success story thanks to the outstanding partnership between Puig and Gebr. Heinemann.
“The brand shines with a beautiful performance in Istanbul and is setting a new and very exciting standard, meeting our customers’ demand for exclusive niche brands. We are extremely pleased with this result and are excited to see what the future of Penhaligon’s holds.”
