Puig podium for Paco Rabanne and Carolina Herrera lands at QDF/Hamad

By Luke Barras-hill |

HIA-Qatar-Dior-PodiumQatar Duty Free (QDF) has launched an immersive split activation for Puig anchor brands Carolina Herrera and and Paco Rabanne at Hamad International Airport (HIA).

A diagonally positioned podium measuring 180sq m highlights ‘Pacomarket’ and ‘Hotel Carolina’ sections by Paco Rabanne and Carolina Herrera, respectively, with a full complement of fragrances from each brand. [Scroll down for a time-lapse video].

QDF has implemented an eye-catching media campaign for the podium that engages travellers before they reach it via key cards at HIA’s Airport Hotel customised with the ‘Hotel Carolina’ theme.

‘PLAYFUL CONCEPT’

This accompanies shopping trolleys with a barcode that plays on the Pacomarket theme, flanked by brand ads emblazoned on digital screen to entice passengers to sample the brand concepts.

Bruce Bowman, Senior Vice President, Qatar Duty Free said: “We are delighted to partner with Puig to provide customers travelling through HIA with an experience that takes them on a unique journey of discovery.

“The split podium is a very playful concept that shows the personality of each brand through contrasting themes, gifting opportunities, exciting games and numerous Instagram-worthy spots.”

Paco-QDF-Hamad-podium

Positioned behind the Lamp Bear, the 180sq m diagonally split podium offers an assortment of iconic fragrances from Paco Rabanne and Carolina Herrera.

Hotel Carolina transports travellers to the scene of a hotel lobby, with a bellboy, concierge, check-in desk and customised passports.

It boasts a ‘selfie’ corner, fragrance bars, a hand massage station and gifting area where customers can personalise their purchases.

They can also explore Carolina Herrera’s Private Collection, an assortment of premium fragrances exclusive to the Middle East at the museum section of the podium.Carolina-Herrera-podium-QDF

Stand-out products include Sandal Ruby and Platinum Leather, plus a range of luxurious fragrance oils and masculine and feminine lines at the fragrance bar.

Meanwhile, Pacomarket visitors can shop and play in a supermarket setting, with games, a vending machine and more.

 

Popular scents such as Lady Million, Million Lucky, Invictus Legend and Olympéa Legend occupy a presence.

Antoine Lafourcade, Global Travel Retail Vice President, Puig added: “Qatar Duty Free’s unmissable activation space provides us with the ideal platform to showcase two of our most popular brands to the millions of global travellers passing through Hamad International Airport this Autumn.

“Our consumer-first mindset, together with the expertise and backing of Qatar Duty Free, makes for a world-class activation.”

Paco-interaction-travellers

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