Victorinox has partnered with Lagardère Travel Retail to launch a personalisation pop-up concept in the central square area at Geneva Airport.

Running from 26 September to 30 October, the pop-up invites travellers to discover the history of the company behind the iconic Swiss Army Knife, while highlighting the Victorinox’s Swiss Army Knife and Travel Gear ranges.

To further drive engagement, a complimentary engraving service is available for travellers who wish to personalise their Victorinox purchases.

In addition to the Swiss Army Knife and Travel Gear collections, travellers can also discover Victorinox’s fragrance portfolio via a sensory journey bar.

A new strategy for Victorinox

The multi-category concept – the first of its kind for Victorinox in global travel retail – is designed to underline the brand’s premium positioning. It also kicks off a new strategy which will see the brand reinforce its global footprint in the channel by further connecting with the end-consumer.

Victorinox Senior Sales Manager Travel Retail & Fragrances – EMEA Florent Breton commented: “In collaboration with our partner Lagardère Travel Retail, we have designed a strong concept which offers consumers a unique experience and the opportunity to dive into the world of Victorinox at Geneva Airport.

“This is the first-ever pop-up specially developed for the travel retail channel, and Geneva Airport, in the home country of the Swiss Army Knife, is the ideal place to host it.

“Our goal for this activation goes beyond just selling our products. We want to further build our premium brand awareness, satisfy our highly loyal fan base, and above all share our stories and all the little details which make our brand unique.”

Lagardère Travel Retail Switzerland CEO Pascal Le Droff said: “Lagardère Travel Retail has always placed the notion of local authenticity at the heart of its commercial strategy.

“We are proud to partner with iconic Swiss brand Victorinox to offer Geneva International Airport customers the very best in Swiss products.

“The exclusive multi-category pop-up is part of Lagardère Travel Retail Switzerland’s drive to exceed the expectations of Geneva Airport passengers in terms of customer experience, by promoting the local offer with a creative concept.”

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