Puig and Carolina Herrera ‘bring the TR party’ to BCN T1

By Luke Barras-hill |

Herrera_18An immersive media concept showcasing the ‘party-filled universe’ of Carolina Herrera’s 212 VIP range is wowing travellers at Barcelona-El Prat Airport (BCN) Terminal 1.

Running until the end of this month, the dedicated space crafted around the home of the after-party – the kitchen – features a variety of engaging features, retailtainment and product sampling opportunities [click below for a video].

At the fragrance bar, shoppers can charge their mobile phones while sampling fragrances through an interactive diffuser that emits different scents using ventilation technology.


Meanwhile, travellers can enjoy ‘selfie’ photo moments against the backdrop of fridge while listening to their favourite tracks on a jukebox, which also doubles as a voucher dispenser.

These vouchers can be used to redeem samples in Dufry’s adjacent duty free shop.


Shoppers can get their hands on vouchers to redeem samples at the adjacent World Duty Free main store.


Antoine Lafourcade, Global Travel Retail Managing Director at Puig said: “212 VIP has become a very distinctive and recognisable universe of the Carolina Herrera brand in travel retail, embodying the party lifestyle of fun-loving, hedonistic millennials.

“Inspired by the #foodporn craze which has swept through social media, this media site activation at Barcelona delivers a disruptive and engaging retail experience perfectly tailored to 212 VIP’s target audience. It’s another example of the retail theatre and innovation that is the hallmark of Puig.”



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