In a multi-faceted advertising and marketing campaign at Heathrow Airport, Puig promoted its newest fragrances, La Femme Prada & L’Homme Prada, taking advantage of high profile promotional sites and display advertising in Terminal 5, as well as the digital network across all of Heathrow’s terminals.

The centrepiece of the activation – which took place last October – at London Heathrow was a virtual reality experience located at one of World Duty Free’s ‘Contentainment’ high profile promotional áreas in Terminal 5.

PradaXPrada is described as an ‘interactive digital journey’ that transported users into a virtual reality Prada world.

Through a transitional series of scenes and experiences, users themselves determined the path they wished to take towards a ‘climactic reveal’ of the fragrances.

The Prada advertising and video campaign featured multiple stars – both male and female – including actors Ansel Elgort, Dane DeHaan, Mia Wasikowska and Mia Goth who explore the “fluidity of identity”.

“La Femme Prada and L’Homme Prada are presented to consumers as a “pair of equals” with the scent serving as an “olfactory map” for true femininity and masculinity,” says the brand.

Both fragrances were developed by Daniela Roche Andrier and have been “designed to take the wearer on a voyage through place, memory and time,” adds Prada.