DFS Group and Puig have executed a ‘boundary-pushing’ outpost for flagship brand Paco Rabanne at Abu Dhabi International Airport Terminal 1.

Running through October, the 39sq m fragrance mono-brand zone modelled on a supermarket is described as the brand’s ‘most ambitious’ project to date in the Middle East.

“The Paco market is a strong expression of our brand, and we developed a specific version for Abu Dhabi Airport to connect even more with the tastes and habits of our consumers in the region,” commented Frédéric Appaire, General Manager, Paco Rabanne Parfums.

“Throughout this animation, Paco Rabanne also pushes the boundaries of travel retail with an experience that aims to entertain travellers.”

DISRUPTING FRAGRANCE RETAILING

Inside, shopper engagement cues such as bar codes projected onto the floor and a centrally placed gold shopping trolley created a space for travellers to explore Paco Rabanne’s fragrance universe.

A touchscreen vending machine facilitated sampling, while an iPad shopping game offered visitors the chance to win an exclusive gift with purchase.

Meanwhile, brand representatives dressed in retro US-style cashier outfits manned mock cash-till stations for added novelty.

Prior to departing, customers were offered a service to have their purchases wrapped in different Paco Rabanne signature styles.

“With his brand motto ‘Dare to be different’, Paco Rabanne’s ethos has always been to twist everyday codes, and shake up the fragrance market from the product creation to the retail expression, particularly with the launch of 1 Million in 2008,” added Appaire.

“Today with Paco Market we want to reinvent the fragrance discovery that is becoming more conventional, lacking surprise or entertainment. We decided to twist ‘à la rabanne’ the well-known supermarket codes to deliver different, fun and interactive moments to consumers.”

Christophe Marque, Senior Vice President Beauty, DFS Group added: “Paco Market epitomises Puig’s creativity and ability to take over the DFS mega-event space and dramatically engage customers.”