QATAR. Qatar Duty Free (QDF) launched a dynamic Formula 1-themed airport takeover at Hamad International Airport (HIA) to coincide with the Qatar Grand Prix weekend (28-30 November).
The Moodie Davitt Report President & Editorial Director Dermot Davitt was on location in Doha for the spectacular event, describing it as a “superb opportunity for Qatar Duty Free to show how its ‘Experiencentricity’ philosophy is being translated into high-octane activity on- and off-airport”.
The retailer introduced an airport-wide takeover featuring racing-inspired installations and brand showcases, supported by a line-up of exclusives that brought the energy of race weekend to Hamad International Airport.
The F1 takeover underscores QDF’s strategy to create high-impact experiential touchpoints across the airport and further positions Hamad International Airport as a destination where “global sport meets world-class retail on an international stage”.
A standout element was the big reveal of a Formula 1 race car and illuminated slogan lightbox positioned in front of Hamad International’s famous Lamp Bear.
QDF also launched the Formula 1 Store offering a selection of official F1 apparel and accessories from Puma and Adidas. The shop replaces the former Rugby Store, which coincided with The British & Irish Lions tour of Australia earlier this year.
Across the airport, several of QDF’s brand partners activated a series of race-themed pop-ups for the Grand Prix weekend.
Glenfiddich and Aston Martin unveiled their first joint travel retail execution under the ‘Timeless Apart, Iconic Together’ banner, featuring travel retail-exclusive malts and several gifts with purchase, including branded caps and an Aston Martin F1 helmet. As reported, Glenfiddich launched a limited-edition 19 Year Old Single Malt Scotch Whisky to mark the first year of its partnership with the Aston Martin Formula 1 Team.
Jack Daniel’s recently introduced a McLaren limited-edition bottle through a bold installation displaying a full driver uniform, branded helmet and an interactive 3D wire-circuit game.
BAT has launched a striking McLaren-themed activation for VELO. The animation highlights the latest expression from the VELO x McLaren Formula 1 Team partnership, inviting adult consumers to experience BAT’s premium oral nicotine pouch brand through a dynamic, motorsport-themed concept.
Givenchy has introduced a podium-inspired animation for its Gentleman Society fragrance line. The pop-up features an F1 racing simulator and spotlights Brand Ambassador and Alpine driver Pierre Gasly.
Adding to the race momentum, Snickers rolled out a pit-stop-themed experience, while KitKat delivered a full F1 takeover across all Day2Day stores.
“Formula 1 brings extraordinary energy to Qatar, and we’re proud to bring that spirit into the airport at a moment when the world is watching,” commented Qatar Airways Group Chief Retail & Hospitality Officer Thabet Musleh.
“Our goal was to create an experience that meets fans the moment they arrive by offering them something memorable and worthy of a global stage.
“At Qatar Duty Free, Experiencentricity guides everything we do. These activations are designed to enrich the journey and give travellers a sense of place and excitement that stays with them.”
He added, “We’re delighted to welcome race-week visitors to Hamad International Airport and look forward to delivering an unforgettable experience for all travellers.” ✈
