The activation extended across nine UK airports including Heathrow, Stansted and Bristol.

EssilorLuxottica and World Duty Free Group, an Avolta company, have partnered to launch an immersive Prada Eyewear activation across key UK airports as part of the brand’s Days of Summer 2026 campaign.

The campaign, inspired by the concept of ‘Urban Beaches’, combines beach settings with city landscapes through immersive retail displays designed to engage travellers across multiple touchpoints.

The main pop-up ran at London Heathrow Terminal 3 from 27 May to 23 June, with additional branded visibility continuing until 29 June. The activation extended across nine UK airports, including dedicated Prada Eyewear installations, digital displays and branded towers throughout the World Duty Free network.

At Heathrow Terminal 3, the main pop-up was positioned in the Dome Site Area ahead of the main World Duty Free store. Surrounded by digital screens, the activation guided passengers through the retail space before leading them to an interactive product discovery experience designed to help shoppers find the most suitable eyewear from the collection.

The campaign also featured branded visibility at the Heathrow Terminal 3 Sunglasses Boutique, Heathrow Terminal 5 Collection and London Stansted Airport Sunglasses Boutique, alongside promotional towers located across Avolta stores at Heathrow Terminal 2, Stansted, East Midlands, Bristol, Glasgow, Liverpool John Lennon, Edinburgh, Birmingham and Newcastle airports.

Andrea Testaverde, Head of Marketing, Travel Retail at EssilorLuxottica, said: “This activation brings Prada Eyewear’s Days of Summer 2026 campaign to life through a powerful travel retail experience that combines immersive digital visibility, interactive engagement and curated product discovery.

“Together with World Duty Free Group, we are creating a seamless brand journey that connects with travellers across multiple touchpoints, while showcasing Prada’s distinctive design language in a highly impactful and contemporary way.”

The pop-ups came surrounded by digital screens that offered an interactive product discovery experience.

Carla De Lellis, Global Promotions Manager – Watches, Jewellery & Sunglasses at World Duty Free Group, an Avolta company, added: “Our ambition is to transform airport retail into an engaging and memorable experience for travellers. Prada Days of Summer 2026 is a strong example of how a luxury eyewear campaign can be amplified across the journey, from digital touchpoints to physical retail spaces. Through this activation, we are able to offer consumers a distinctive moment of discovery while strengthening the role of our stores as premium lifestyle destinations.”