Barcelona-based beauty house, Puig has created Paco Rabanne’s first ever travel retail exclusive animation for Melbourne Tullamarine International Airport’s Terminal 2.

The activation, which began on 13 February and will run until the end of March, is described as a ‘360-degree’ experience, made possible through Puig’s partnership with Dufry.

The new podium promotes Paco Rabanne’s extensive portfolio of scents, launched over the last five decades.

The 2020 activation carries an intergalactic theme, featuring a Paco Rabanne Spaceship, which aims to entertain shoppers whilst offering them a chance to learn more about the products.

The 2020 activation carries an intergalactic theme, featuring a Paco Rabanne Spaceship.

The activation also benefits from high-impact advertising on the New Generation Store (NGS) screens that curve around the top of the store.

In an additional nod to the theme of the activation, beauty advisors dressed in metallic silver astronaut-inspired jumpsuits – designed by the Paco Rabanne fashion team – offer travellers their ‘exclusive ticket to space’, in the form of a traffic blotter that mimics an airline boarding pass.

Beauty advisors offer travellers their ‘exclusive ticket to space’, in the form of a traffic blotter that mimics an airline boarding pass.

Once ‘onboard’ the spaceship, shoppers are encouraged to play an immersive game in which players must follow the rhythm of the music in order to collect points.

At the end of the game, players arrive on either the Million or Victory planet, where they are prompted to discover Paco Rabanne’s best-selling fragrances via a sample.

SOUVENIRS FROM ‘SPACE’

Shoppers can take away a number of souvenirs from the experience, consistent with the travel theme, including luggage stickers, travel sprays and t-shirts.

“Once ‘onboard’ the spaceship, the retailtainment element is brought to life through an immersive game in which players must follow the rhythm of the music in order to collect points,” said Paco Rabanne.

Shoppers are also able customise their t-shirt with phrases such as ‘#pacospaceship’, ‘Paco loves Melbourne’ and ‘From Melbourne to space’.

Purchases are all placed in a metallic silver gift bag.

Recording over 18 million passengers last year, Melbourne Tullamarine International Airport is the second biggest airport in Oceania for fragrance sales – making it a fitting location for Paco Rabanne’s very-first travel retail exclusive animation, says Puig.