The Armani Beauty Mare journey offers a ‘fully immersive, engaging experience’ until August 31.

Armani Beauty is rolling out a series of summer-inspired retail activations, showcasing its fragrance and make-up collections, at airports in Europe, the Middle East and Africa.

With a full-takeover approach, L’Oréal Travel Retail is deploying the Mediterranean summer themed activations for the brand until 31 August.

The first stop was at Milan Malpensa in June.

The Armani Beauty activations, which highlight Giorgio Armani Mare, will then be present at a roster of major airports on the continent, as well as in the Middle East and Africa.

The podiums offer a summery and playful retail experience, featuring a tropical palm tree motif in shades of turquoise with raffia details.

The activations feature a tropical palm tree motif in shades of turquoise with raffia details.

Upon arrival, visitors are gifted with a bracelet decorated with the palm tree motif and scented with the fragrance of their choice.

Next, guided by a beauty assistant, visitors can delve into the fragrances and makeup collections.

Left: A visitor being gifted a decorated bracelet. Right: The interactive photo station.

They can capture a snapshot of their fresh summer look at the photobooth.

There’s also a fun postcard staton, which allows visitors to create and send personalised summer postcards featuring their holiday snaps.

A postcard station allows visitors to create and send personalised summer postcards featuring their holiday photos.

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