Copenhagen Airport has added an unusual branded pop-up to its shopping offer – where passengers can try on down jackets in below freezing -5degC conditions, a world first.

 

The ice-cold fitting room (below) is part of outdoor clothing maker Yeti’s brand experience, but the pop-up shop is a so-called Brand Box concept devel­oped by Gebr. Heinemann Retail, a subsidiary of Hamburg-based retailer, Gebr. Heinemann, which manages the tax-free shops at CPH.

 

In the airport’s tax-free area the pop-up unit allows shoppers to test Yeti’s jackets at a constant temperature of -5degC, with a chilly breeze thrown in to mimic a real ‘wind chill’ factor. The aim is to create the experience of being outside on a cold winter’s day.

 

The ‘Be Cool’ dressing room is said to be the first of its kind in the world and illustrates the confidence Yeti has in its products. The company uses transparent tubes filled with floating fluffy goose down making its jackets ultra-light so that they can be packed into their own pocket to the size of an orange, making the jackets perfect for travelling. Yeti calls the concept ‘Down to fly’.

 

Erik Møller (right), CEO at Nor­disk Outdoor, the Danish owner of Yeti, says: “We wanted the shoppers to get the full Yeti experience, so we have taken the unique elements of the brand and condensed them into something you can see and feel.”

 

Yeti has done something similar in Dresden, Germany where consumers can follow and participate in the making of their Yeti sleeping bag. “In a time where online shopping is increasing we want to give consumers great shopping experiences when they visit our stores,” says Möller.

 

The Brand Box concept (below) was launched last year in a high-profile spot in the tax-free area where Heinemann-selected top brands can showcase their products for up to three months. The aim is to create “an extraordinary shopping experience with an exciting and eye-catching concept”.