Unifree’s new activation brings together selected organic wines and teas.

Unifree Duty Free has introduced a new bio-focused retail experience at one of its arrivals stores at Istanbul Airport, combining organic products with interactive sustainability elements.

Built around the concept ‘The story of bio products doesn’t end on the shelf’, the activation brings together selected organic wines and teas within a dedicated display supported by visual merchandising, digital content and plantable seed cards.

Selected bio wines feature seed cards in the form of bottle neckers, which contain embedded seeds and can be planted in soil after purchase rather than discarded. Each card also carries a QR code directing passengers to a video explaining the initiative and a step-by-step guide to planting and caring for the seeds at home.

The initiative is designed to extend engagement with the products beyond the airport while giving greater visibility to the bio category within the store.

“At Unifree Duty Free, we see sustainability as an opportunity to create more meaningful connections between our products, our passengers and the experiences we offer,” said Ceren Tonguç, CCO at Unifree Duty Free. “This bio initiative brings that approach to life by combining product storytelling, thoughtful visual merchandising and an interactive element that extends the experience beyond the shelf. We are proud to offer passengers a simple yet meaningful way to engage with the story of bio and carry a small part of that experience with them.”

The activation forms part of Unifree Duty Free’s broader approach to incorporating sustainability and experiential elements across its retail operations at Istanbul Airport.

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