Fraport & Heinemann joint venture launch FRA graffiti-inspired promotion

By Luke Barras-hill |

The campaign at the FAWJ space (pictured) at Frankfurt Airport ran from 5-7 May and will be repeated in June.

Frankfurt Airport Retail (FAR) and premium fashion label Hugo have toasted the opening of the former’s retail space at Frankfurt Airport (FRA) with a personalised airbrush promotion for shoppers.

As reported, Frankfurt Airport Retail (FAR), the 50:50 Gebr. Heinemann and Fraport AG joint venture, has unveiled a 316sq m multi-brand fashion, accessories, watches and jewellery (FAWJ) area within the Heinemann Duty Free & Travel Value store in Terminal 1, Pier A Schengen.

FAR and Hugo have teamed-up with Frankfurt graffiti artist Justus Becker to emblazon airbrush drawings on t-shirts and hoodies.

Graffiti artist Justus Becker combines graffiti, airbrush and classical drawing in a mixed technique. His work can be viewed across Frankfurt on bridge pillars, building fences, walls, and also internationally.

CATCHING THE EYE

The campaign, which ran from 5-7 May, attracted passengers to the entrance of the main shop and the new FAWJ area and resulted in increased sales across the category.

As part of the promotion, the capital letters ‘HUGO’ designed by Becker are now being auctioned, with FAR donating the proceeds to Wings of Help – Luftfahrt ohne Grenzen e.V. to support the organisation’s Ukraine aid.

“We are pleased to have realised this special customer experience campaign together with Hugo and our joint venture FAR,” said Jan Richter, Director Purchasing Fashion, Accessories & Watches, Jewellery at Gebr. Heinemann.

“It is another important building block in our strategy to create excellence in travel retail with a mix of globally sought-after brands, local highlights and product personalisation.”

Dirk Mörchen, Managing Director at FAR, said: “The airbrush activation was a highlight at the airport that attracted the attention of all fashion-loving passengers. Creating such experiences is one of the central future tasks in travel retail. At FAR we want to offer exciting shopping environments where there is always something new to discover.”

Georg Fuhrmann, also Managing Director at FAR, added: “The travellers were able to look over the artist’s shoulder as he worked and then thank him personally for their individualised garments.

“With this campaign, we made the FAWJ category a very special experience for the passengers and made this shopping experience unforgettable.”

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