Armani retailtainment in European airports

By Caroline Sargent |

Giorgio Armani reports a successful run for two of its immersive digital brand experiences in Stockholm and Frankfurt this June, both centred around its Acqua di Gio and Acqua di Gioia product ranges.


At Stockholm Airport, the brand offered travellers a ‘disconnection’ retailtainment experience, where earphones and an iPad delivered calming sounds of the sea, designed to evoke the mythical Sicilian island of Pantelleria – Giorgio Armani’s source of inspiration for his Acqua fragrance collection.


The brand claims the activation contributed to a new sales record in June, consolidating the position of Armani, as ‘the number one brand in fragrances in these shops.’


Over at Frankfurt Airport, Armani implemented a technology called SCENTYS which releases perfumed dry air while simultaneously broadcasting product-related content on built in screens. Travellers were invited to choose a fragrance to discover, before being immersed in a real time visual and sensory advertisement.


Both activations featured the new Acqua di Gioia eau de toilette communication and the limited edition Acqua di Gio Blue, ‘a direct homage to Pantelleria’, says the brand.

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