The perfume blockbuster activation returns to Heathrow Airport Terminal 2 as Puig, JCDecaux and Edge unveil the futuristic Paco Rabanne Phantom activation
UK. Puig has partnered with JCDecaux to launch a futuristic pop-up activation at Heathrow Airport Terminal 2. The hanging set up celebrates Phantom, Paco Rabanne’s newest masculine scent and the world’s first ‘related’ perfume. It will run till the top of 2021.
Phantom, which was pre-launched in world journey retail on 1 July, shall be rolled out in home markets from August. The floor-breaking perfume has been described as a ‘futuristic fragrant’ scent and is out there at the World Duty Free retailer in Terminal 2.
The activation gives a vibrant and experiential hub to interact and entertain passengers at Heathrow Terminal 2 throughout its six-month run
Customer merely faucet their cell phones on the Phantom bottle cap to find unique Phantom content material, personalised playlists, filters, AI video games and extra
The activation — the results of a collaboration between the model proprietor, JCDecaux, Heathrow Airport and artistic company Edge — takes centre stage at Terminal 2 and is the primary blockbuster pop-as much as occupy the house in 2021.
The 6.3 metre-excessive show includes a hanging chrome, metallic and black color palette that takes design cues from Paco Rabanne’s key sci-fi motifs. Brand ambassadors information prospects by way of the experiential activation and illustrate the main-edge improvements used to develop the brand new Phantom scent.
As an added gamification component, prospects can problem the A.I.-powered Phantom robotic in a dance battle, by recreating the robotic’s dance strikes to unlock an unique Phantom filter on their cell phones. The filter will be shared on social media for the possibility to win a particular reward from Paco Rabanne.
Digitally-driven, sci-fi-impressed: The activation’s chrome color palette takes inspiration from Phantom’s perfume marketing campaign which is displayed on screens at the pop-up
As reported, Phantom was developed utilizing ‘Augmented Creativity’ know-how, a reducing-edge course of that leverages A.I. to boost human inspiration. The scent opens with energising lemon prime notes, creamy lavender, patchouli and vetiver coronary heart notes and closes with wooden vanilla and base notes.
Phantom options Paco Rabanne’s first-ever related perfume bottle with contactless chip. Users can merely faucet their telephones on the robotic-formed bottle to take it off. They may also use their mobiles to find the Phantom universe and discover unique Paco Rabanne content material, obtain interactive filters, personalised playlists, augmented actuality video games and a lot extra.
Phantom is out there in 100ml and 150 codecs and is available in a 200ml refill bottle.
Can you out-robotic a robotic? Travellers can problem the AI-powered Phantom Robot to a dance battle to unlock an unique filter and win prizes by sharing the filter on social media
Beyond a bottle: Phantom marks Paco Rabanne’s first related perfume and will be opened utilizing a cell phone
“The activation is an illustration of confidence in the way forward for journey retail and a fantastic instance of how we’re evolving at Heathrow,” commented Heathrow Airport Retail and Property Director Fraser Brown.
“As journey restrictions start to ease, we stay up for welcoming again extra of our passengers who can now go to the stand to play the dancing robotic sport and pattern the perfume.”
“As we transfer nearer to a welcome return for widespread worldwide journey, it’s nice to see Puig taking possession of this iconic location at Heathrow Terminal 2,” added JCDecaux Airport Sales Director Arianne Riddell.
“Their unmissable model immersion selling the launch of Phantom gives an thrilling and partaking expertise for passengers in addition to the chance to buy the brand new perfume at World Duty Free.
“Passengers are wanting ahead to having fun with the magic of worldwide journey as soon as once more and inspirational model experiences reminiscent of this Puig set up exhibits how promoting might help improve the passenger expertise nonetheless additional.”
Click right here for the most recent version of The Moodie Davitt eZine, during which we converse to Fraser Brown in regards to the tempo of reopening, UK journey guidelines and the longer term for journey retail.