Campari Group Global Travel Retail (GTR) has partnered with Lotte Duty Free to create the first Aperol experiential pop-up shop in the global travel retail channel.
The 55sq m space is located in T2 Departures at Melbourne International Airport. It has been granted a “long-term presence” in 2024, launching with a two-month celebration to mark the brand’s renewed long-term official partnership with the Australian Open tennis tournament.
To coincide with the pop-up’s debut, Aperol has expanded its Australian Open campaign to GTR locations across Australia and New Zealand.
The Melbourne store is decked out in the signature Aperol orange colour scheme. The concept aims to combine Aperol’s colourful take on tennis, Italian aperitivo culture, and digital-first engagement touchpoints, to create a fun-filled atmosphere.
Campari & Aperol serve up success
Tennis symbolism, such as court markings, racquets and nets, enhance the boutique’s ambiance, leading travellers towards an eye-catching circular archway. This key feature serves as the portal to an immersive digital sunset photo moment, which is prominently displayed on large digital screens.
Additional screens throughout the space recreate the sunset experience and engage with travellers, while reinforcing the Aperol Spritz serve.
To further drive engagement, travellers are invited to sample Aperol Spritz, and participate in a tangible ‘liquid to lips’ experience that complements the pop-up’s digital features.
In addition, a digital trivia game offers passengers the chance to win a unique Australian Open 2025 experience, encouraging a return visit to Melbourne.
The pop-up incorporates a range of promotions and GWPs, including co-branded tumblers. An Aperol activation at the airport’s arrivals store complemented the opening.
Campari Group Managing Director Global Travel Retail Marco Cavagnera commented: “The opening of Aperol’s first-ever experiential pop-up store in global travel retail is a landmark for this Italian icon, and it reflects the growing importance of the channel to Campari Group.
“It is a pleasure to amplify Aperol’s collaboration with the Australian Open in travel retail, as part of our mission to add value to travellers’ journeys by connecting them with authentic cultural experiences that engage and inspire.”
He added: “There is a beautiful synergy between Aperol, tennis and the aperitivo moment, and we hope that travellers embrace our unique sunset digital experience as the perfect memento of their journey. I would like to thank the team at Lotte Duty Free and we look forward to building on our collaboration to unlock future growth for Aperol in the dynamic Asia Pacific region.”
Lotte Duty Free Oceania CEO Stephen Timms noted: “We are delighted to partner with Campari Group Global Travel Retail to open Aperol’s debut stand-alone store in global travel retail, at Australia’s second busiest airport.
“The Australian Open is Melbourne’s must-see event each January, so it is exciting to be able to offer departing passengers a colourful, convivial and culture-driven experience in the airport.
“The store aligns with our vision to provide innovative, engaging and memorable retail experiences, and we are confident that the eye-catching space will resonate with passengers and provide them with lasting memories.”
Asia & Pacific,
Asia & Pacific,