Travel retailer Heinemann Australia is bringing the spirit of Italy to Sydney Airport with a new pop-up for luxury resort wear brand Camilla.
The Australian fashion brand’s new return-to-travel collection is said to evoke the Italian summer.
Featuring its signature vibrant prints, the Camilla range was designed in collaboration with The Leading Hotels of the World. The group represents sites including Hotel Santa Caterina on the Amalfi Coast and Villa Cora in Florence.
The activation is the first major fashion activity for the retailer since it opened its new premium and luxury space at the airport’s international terminal.
Journalists and influencers were invited to the launch of of the pop-up, which is being supported by a promotional campaign.
Digital screens in-store direct travellers to the brand, while a social media giveaway will run until the end of October.
Camilla will also be showcased as part of the retailer’s Australian brands showcase within its department stores when they open later in 2023.
Camilla shows Heinemann’s fashion ‘focus’
Heinemann said the pop-up shows its “sharpened focus” on fashion and accessories, including Australian brands, at Sydney. The category prominence is expected to continue across the soon-to-open domestic terminal department stores.
Australian designers and brands are gaining international prominence, with increasing prominence at both Paris and New York Fashion Weeks.
“We are delighted to be bringing homegrown Aussie brand Camilla to Sydney Airport for the first time,” said George Tsoukalas, Heinemann Australia Managing Director.
“Local products have always been a key pillar in our strategy to deliver a unique, relevant and exciting shopping experience for our customers.
“We can’t wait to shine the spotlight on more homegrown brands as we expand our footprint in the region.”
Camilla founder and creative director Camilla Franks added: “There isn’t a more perfect stage for our return-to-travel collection than Sydney International Airport, just a short drive away from the birthplace of Camilla in Bondi Beach.
“The Heinemann team shares my passion for inspiring travellers and bringing beautiful destinations to life and I am thrilled that we are embarking on this journey with them.”
Heinemann has been operating at Sydney Airport since 2015 after winning the duty free master concession at the airport. In 2019, the contract was extended for another ten years.
The initiative featured a series of pop-ups spanning fragrance, skincare, sunglasses and spirits said to evoke the spirit of an escapist European summer.