Los Angeles International Airport (LAX) and DFS Group have welcomed travel retail’s inaugural Givenchy Beauty makeup pop-up activation to the Tom Bradley International Terminal (TBIT).

The brand worked in partnership with retail-focused design and production agency Bloommiami to deliver a 70sq ft immersive experience to travellers.

Daniella Caballero, Senior Marketing Manager, Travel Retail Americas said: “Givenchy Beauty is not currently present in LAX so this one-month pop-up animation was the perfect opportunity to celebrate our brand’s unique and innovative products, strengthening the desirability and attractiveness of Givenchy cosmetics within the market.”

The booth’s design fosters consumer interaction via different engagement points, enabling travellers to sample lipsticks, receive beauty consultations, make purchases and interact with a photo booth featuring halo lighting.

LE ROUGE LIQUIDE

Bloommiami has also used materials such as mirrored and reflective black surfaces to accentuate the activation’s structural elements while providing an enlarged space for colour sampling.

“We adapted the design from Givenchy’s merchandising guidelines so that it was custom tailored for this unique location at LAX and appealed to a specific consumer demographic,” said Darin Held, Partner at Bloommiami.

“It was also important to the client that the design creates a sense of place while also allowing for a certain level of visual transparency.”

Givenchy’s latest launch, Le Rouge Liquide, is also displayed, alongside more than 30 lipstick shades from several of the brand’s signature lines: Le Rouge, Rouge Interdit, Gloss Interdit and Le Rouge Perfecto.

Le Rouge Liquide features a foam applicator for a one-of-a-kind liquid texture and a pen-style mechanism housed within a luxury Givenchy case.

*All images courtesy of Fotobaby