By Macro Passoni
I have long been a proponent of the power of pop-ups to create both exquisite brand experiences and generate an engaging way to use space and disrupt shopper journeys.
In recent years, luxury brands have begun to bring their experience to life for travellers in holiday resorts around the world, and I would say this year we have seen an improvement or enhancement in the quality of temporary retail spaces being created for travelling shoppers.
Let’s take a look at some of those doing it best – and what we can learn when we compare domestic excellence with travel retail’s best.
Ardbeg and Ospree Duty Free
This stunning and striking activation creates real impact for the travelling shoppers; it brings the brand’s identity to live in an engaging and inhabitable way which is truly visually disruptive – a word we see used too much in this market, and often wrongly.
Bulgari Allegra at Gatwick
Getting travel retail pop-ups right is about creating an atmosphere and a moment which takes travellers out of their journey – but which is located on their route. This Bulgari pop-up is a great example of doing this well, bringing the Italian countryside to life in a corner of a busy airport.
The Macallan at LAX
America is, for me, an untapped market for travel retail spaces like this. It is a market with so much exciting activation in domestic retail, but the travel retail sector seems to fall behind. The Macallan’s pop-up at LAX is a great start to changing that, with a striking visual in the middle of the concourse. Shoppers can step out of their journey and into the brand’s storytelling.
Prada Beauty at Incheon
Prada has been creating incredible striking activations in the travel retail market recently, especially in Hainan. Spaces like this imbue the retail experience with the brand’s storytelling and atmosphere, creating a slice of the Prada world which shoppers can inhabit for a moment. Stunning visuals are a hallmark of doing this well and Prada are at the top of their game at the moment.
Jacquemus with Four Seasons, The Ocean Club, Bahamas
Jacquemus has set itself out as a leader in pop-up, experience and branding excellence and its beach club in the Bahamas offers visitors a chance to inhabit a pure Jacquemus space, offering a liveable piece of the Jacquemus experience, not just a retail site.
Acqua di Parma in Saint-Tropez
Offering fragrances, a new resort collection and a limited edition pétanque set, this is destination retail at its very best, with Acqua di Parma setting up shop in a stunning pied-à-terre in the iconic holiday resort, decorated in its signature colours and style.
As I look at this list, one thing becomes clear: travel retail must think bigger. From blending categories to creating inhabitable experiences, the market has a long way to go. I have talked before about the Louis Vuitton Lounge at Doha, but it is a great example of doing this well for the travelling shopper. It would be good too, to see some brands beyond spirits and beauty brands getting involved in this exciting opportunity.
Travel retail must think bigger – from blending categories to creating inhabitable experiences, the market has a long way to go
It is clear that some brands are beginning to make the most of the pop-up opportunity – but there is still a long way to go.
