WDF is utilising its digital media 'Contentainment' concept to bring high fashion and live music to its LHR T5 store to coincide with the recent London Fashion Week and the London Fashion Weekend taking place
from Thursday February 25 to Sunday February 28.
As part of this, WDF has teamed up with the French fashion designer Christian Audigier, to showcase some of his 'fantastic fashion creations' in a live catwalk show in their World Duty Free store in T5 today (Friday February 26).
WDF said: ‘The partnership with Audigier was inspired by his collection of Champagne and wines, which are currently being sold as a Travel Retail First in WDF stores across the UK.
‘The bottle designs, inspired by Audigier's own Hollywood glam and rock-n-roll street style are un-missable and totally striking. The Champagne range consists of two stunning products; Rose and Premier Cru, whilst the wine range offers a choice of five grape varieties; Cabernet Sauvignon, Merlot, Syrah, Rose and Chardonnay. All of the Audigier wines and Champagne will be sampled in store, as part of the complete 'Contentainment' package.
‘Fashion TV is partnering with WDF to capture the activity and screen it in high definition throughout all WDF stores across the UK which have the Contentainment screens installed, thereby taking the event nationwide. The footage will also be broadcast on Fashion TV's UK and European feed giving WDF and its products great exposure.’
Two 15-minute fashion shows were featured throughout the day from 12.15 – 12.35pm and 13.50 – 14.10pm. Between shows, the talented musician Ben Montague also provided live performances. His latest single Haunted has been BBC R2's record of the week since Monday February 22 and was heard by thousands of Radio 2 listeners ahead of his performance in World Duty Free on Friday February 26.
MORE STAR PERFORMANCES
Another performer on the day was Nicola Cassells from H. Samuel, who is the winner of the Retail Trust's recent 'Search for a Star'. Nicola was named as the winning star at the Retail Trust Ball in January, having beaten off competition from hundreds of other hopeful entrants. As part of the activity, brand partners Bobbi Brown make up also provided mini-makeovers for customers, as they took in the fashion show and musical performances and sipped their glass of Audigier Champagne or wine.
Customers were also invited to taste confectionery supplied by Mars 'Celebrations' and experience the new summer fragrance by Escada called 'Marine Groove'.
Sue Gosling, WDF's Head of Digital Media commented: ‘We are constantly looking for innovative and impactful ways to engage and entertain our customers and make their journey through our stores part of the overall positive travel experience. This exciting collaboration with Audigier and Fashion TV is a great example of this and also mirrors the topical 'fashion focus' that is evident this month and of interest to many of our customers.
‘We definitely feel we have raised the bar in visual screen-based media and that our innovative 'Contentainment' concept delivers a combined information, promotional and entertainment package that is second to none.’