YSL podium and Y EDT at DXB and LHR ‘rocks the world’ of travel shoppers

By Luke Barras-hill |

The ‘Y’ EDT franchise was launched in 2017.

YSL Travel Retail EMEAI staged a pop-up at Dubai International Airport (DXB) Terminal 1 last month to draw attraction to the brand’s new ‘Y’ EDT.

The podium ran through March at DXB’s CD Circle 2 in Terminal 1 and is now housed at London Heathrow Airport (LHR) Terminal 5 where it will reside until the end of April.

The relaunched EDT draws on the rockstar cues of brand ambassador Lenny Kravitz, whose journey back to his roots in the Bahamas is captured in a film under the motto ‘to know where you’re going, you need to know where you’re from’.

Would-be customers are treated to teasers and information on social media pre-trip that alert them to the product, which is amplified on arrival to the airport via an eye-catching podium and digital campaign using geo-targeting.

MUSICAL GAME

Once at the pop-up, travellers discover a large central floor alongside the film that coaxes them to explore the Caribbean seas.

The podium features an olfactory wall previewing the fragrance and added attention is given to ‘retailtainment elements’.

The immersive podium ran through March at DXB (pictured) and is now housed at Heathrow until the end of April.

For added novelty, guests can partake in a dedicated ‘Y rock gaming’ experience to win a reward.

The game is also accessible by QR code, allowing it to be scaled to all podium setups.

The ‘Y’ EDT franchise has emerged as a key masculine pillar brand since launching in 2017.

In 2021, the franchise was in the top 10 fragrance rankings worldwide according to YSL.

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