Armani Beauty partnered with Kappé Schiphol and Schiphol airport to launch in November a 25m2 unique pop-up with a sparkling red and gold festive theme, showcasing the best sellers of the brands’ fragrance and make-up collection.
The pop-up’s magical mood captured the enduring joy of the festive season. At the heart of the pop-up, there was a Ferris wheel-inspired installation with spinning litting up “ARMANI” twinkling golden letters. While inviting customers to visit and enjoy the turning wheel, snowflakes were falling from the transparent walls that surround the pop-up to fully immerse everyone in the holiday mood.
With the big idea “Make a wish, Spin the wheel”, Armani invited everyone to participate in an interactive physical gifting experience. Customers scanned the QR code to access an online game. After playing they received a miniature, a pouch, a make-up session, or a fragrance consultation as a souvenir and to keep this moment forever with a very festive and immersive Holiday Photocall display at the entrance encouraging them to take pictures in front of the red and gold holiday detailed background.
The retailtainment offered was complemented by iconic institutional products displays. On one side, the pop-up featured the renowned fragrances portfolio, including the iconic Si and Aqua di Gio, the new star My Way, and the relaunch of Code franchise. On the other hand, the pop-up also focused on a make-up station where consumers discovered the make-up best sellers Luminous Silk, Lip Power and Lip Maestro. The customers chose from four different holiday make up look propositions to get it applied by an Armani Makeup expert. To conclude, they were able to stop by at the gifting station to select a pre-wrapped set dressed in festive sleeves with best-sellers and finish their purchase with desired premium wrappings.
To ensure maximum exposure to the pop-up, a digital Armani Holidays campaign was launched at the same time. Passengers were encouraged to play the Illuminate the Wheel game where they had to click on boxes of the wheel as fast as they can to win. If won, the player was asked to pick up the Armani souvenir in the store. This journey started by targeting pre-trip passengers to encourage them to plan their visit to the Armani store. The campaign also geo-targeted individuals who were in proximity of the airport during their journey which aimed to increase traffic to the store.
For people who were already in the airport, there were showcards with the QR code redirecting to the game, they were targeted offline across the airport in Schiphol Armani stores and in the pop-up itself. In conclusion, this game was focusing on pre-trip and in airport targets and offline activations around the Schiphol airport.
