UAE. Puig has executed a striking month-long “megasite” activation for Paco Rabanne at Abu Dhabi International Airport in partnership with DFS Group.
Called Paco Market, the supermarket-themed concept ran for the month of October at Terminal 1. It was, said Puig, the most ambitious Paco Rabanne activation in the Middle East to date.
Puig explained that the 39sq m space incorporated shopper engagement elements with a distinctive theme and eye-catching design. It said that the area reflected the “out-of-the-box thinking” of the Paco Rabanne brand and combined this with inspirations from real supermarkets.
Bar codes were projected onto the floor and a gold shopping trolley was displayed prominently. Staff wore outfits inspired by retro US cashier uniforms and invited travellers to “discover the world of Paco Rabanne fragrances in character at mock cash-till stations.”
Puig said customer interaction was a key objective, reflected in each element of the activation. These included a touch-screen vending machine offering fragrance samples and an iPad shopping game that provide the chance to win an exclusive gift with purchase.
There was also a dedicated selfie site encouraging visitors to pose in front of the gold shopping trolley.
On purchase, a wrapping service offered customers the choice of various Paco Rabanne-branded packaging styles.
Paco Rabanne Parfums General Manager Frédéric Appaire commented: “With Paco Market, we want to reinvent the fragrance discovery that is becoming more conventional, lacking surprise or entertainment.
“We decided to twist the well-known supermarket codes ‘à la rabanne’ to deliver different, fun and interactive moments to consumers.”
He added: “The Paco Market is a strong expression of our brand, and we developed a specific version for Abu Dhabi Airport to connect even more with the tastes and habits of our consumers in the region.
“Through this animation, Paco Rabanne also pushes the boundaries of travel retail with an experience that aims to entertain travellers.”
DFS Group Senior Vice President Beauty Christophe Marque said: “Paco Market epitomises Puig’s creativity and ability to take over the DFS mega event space and dramatically engage customers.”
