TÜRKIYE. L’OCCITANE Travel Retail, in partnership with the Gebr. Heinemann-led Unifree Duty Free joint venture, has unveiled an immersive Sol de Janeiro ‘Shine Together’ holiday pop-up at Istanbul Airport.
Running until 31 December, the activation brings the brand’s festive campaign, ‘The World Is Your Stage’ to life through a bold, colourful and experience-led concept designed to celebrate confidence, self-expression and the joy of gifting.
Located in the high-traffic departures zone, the pop-up is a showcase of Sol de Janeiro’s Brazilian spirit. Wrapped in the brand’s signature sunshine-yellow hue, it features a large, illuminated archway that attracts attention and offers a photo space for travellers.
Inside, a palm tree centrepiece and dynamic lighting effects evoke Rio’s beach atmosphere. Visitors can enjoy fragrance testing and discover personalised touches, such as ribbon bracelets and special gifts.
The pop-up is supported by a comprehensive 360° media campaign. More than 300 digital OOH screens display Sol de Janeiro’s holiday visuals, complemented by dynamic video placements throughout the airport. Additional touchpoints include impulse towers, podiums and cash desk displays, ensuring strong visibility throughout the passenger journey.
The pop-up spotlights Sol De Janeiro’s hero products, including the best-selling Brazilian Bum Bum Cream and Cheirosa ’62 Perfume Mist, alongside the Trial, Treat and Splurge holiday sets featuring travel-friendly formats and full-size assortments of hero products.
The brand’s Beija, Delicia and Bom Dia lines are strongly represented in addition to several exclusive holiday gift sets. These include the Bum Bum Jet Set, Spritz the Season Cheirosa Perfume Mist Set and the Glow Ready With Me Set – with the permanently available Jet Set complementing the limited-edition festive releases.
Unifree Duty Free Chief Commercial Officer Ceren Tonguç commented, “We are delighted to collaborate once again with L’OCCITANE Travel Retail to bring an engaging and joyful experience to our passengers.
“The Sol de Janeiro pop-up at Istanbul Airport perfectly reflects the spirit of travel and the vibrant energy of the season, inviting every traveller to carry a little sunshine along their journey.”
L’OCCITANE Group Senior Brand Manager, Sol de Janeiro, Global Travel Retail Marion Amirouche added: “We love to disrupt travel retail with joy and surprises. Our multi-presence pop-up at Istanbul Airport turns every step of the journey into a sensorial, self-celebratory moment. It’s a bold, uplifting connection infused with the unmistakable spirit of Sol de Janeiro.” ✈
