Prada elevates the holiday traveller journey with a landmark activation at Copenhagen Airport.
This December, at Copenhagen Airport, step into a realm where Prada redefines the Holiday Season experience Event- inviting travellers into its enchanting Holiday Magic Tale. Prada Beauty elevates the festive spirit – ensuring every interaction becomes a cherished souvenir, inspiring the joy of gifting and firmly positioning the brand as the unmissable festive destination this special time of year.
An ambitious “Pentarchy” Holiday activation at Copenhagen Airport (CPH)
Created in partnership with Heinemann, Copenhagen Airport, SAS, and Bauer Media Group, this multi-touchpoint activation blends Prada’s refined aesthetic with a playful holiday narrative, positioning the brand as one of the standout brands in European travel retail this season.
The Pentarchy strategy enables Prada to create a seamless travellers’ journey, from pre-trip planning to immersive in-airport touchpoints. Breaking silos within the travel ecosystem through collaboration with retailers, airports, and airlines ensures a cohesive and immersive experience, with the goal of strengthening visibility, engagement and conversion during the peak gifting period.
This powerful “Pentarchy” delivered tangible results, driving an impressive +27% more traffic than classic pop-ups and a +16% boost in Perfumes & Cosmetics traffic. Travelers engaged for an average of 8 minutes in store—a significant achievement given precious dwell time—demonstrating the activation’s strong appeal and ability to captivate even the busiest travellers.
A full-funnel partnership powered by data and targeted storytelling
The campaign leveraged SAS’s CRM database and advanced Meta targeting tools to deliver personalized recommendations to confirmed travellers, tailored by nationality and gender. Influencer collaborations further amplified the activation, showcasing the festive universe of Prada Beauty to a wider audience and driving anticipation ahead of travel.
A full media takeover across Copenhagen Airport
At the airport, a large-scale media takeover orchestrated with Bauer Media guided travellers toward the central pop-up podium situated in the Heinemann Duty Free store. Digital screens displayed dynamic festive content, while complementary paid media activity on Meta and TikTok targeted passengers’ pre-departure to ensure consistent brand recall online and offline.
A captivating podium brings Prada’s ‘Holiday Magic Tale’ to life
Upon entering the Heinemann Duty Free store, travellers are greeted by a spectacular “Holiday Magic Tale” concept featuring a podium dressed in elevated Prada codes, Prada Soft Robots and a statement holiday tree.
Within this environment, passengers can explore the full Prada Beauty universe, including fragrances, that can be adorned with a unique, traveller-selected pattern, alongside makeup and skincare. Highlights include the latest masculine launch Prada Paradigme, the brand’s feminine icon Paradoxe and the brand’s famous balms.
To elevate the art of seasonal gifting, travellers can personalize their fragrance with a pattern of their choice, perfect for an exceptional present.
A memorable experience & exclusive gifting moments
Strike a pose! The Prada photobooth offers instant branded souvenirs delivered by email, perfect for sharing and extending the festive cheer.
The activation also features an engaging Prada photobooth, allowing travellers to capture a festive souvenir alongside the Prada Soft Robot. Visitors can also enjoy an exclusive selection of holiday gifts, including Prada Beauty Christmas ornaments presented in the brand’s distinctive seasonal pattern.
Extending the festive journey to the boarding gate
The holiday animation continues beyond the Heinemann Duty Free with a spectacular takeover of Copenhagen Airport’s central Christmas tree. Fully reimagined by Prada Beauty, the tree features sophisticated ornaments and a starring appearance by the Prada Robot, ensuring a strong final brand imprint as travellers head toward boarding.
A spectacular takeover of Copenhagen Airport’s central Christmas tree
The activation shows strong passenger engagement, high social media interaction rates, and incredible uplift in sales — demonstrating the power of a strategically designed, multi-touchpoint brand presence.
The Prada Pentarchy Christmas activation at CPH exemplifies a broader shift in travel retail toward experiential, narrative-driven consumer journeys. For the first time in Copenhagen, an immersive pop up meets a digital takeover and a whimsical festive spirit, Prada delivers an experience to remember this holiday season.
Simon De Gaullier Des Bordes, General Manager Couture Brands (YSL Beauty / Miu Miu Beauty / Prada Beauty): “In a beauty ecosystem where consumers move seamlessly from one channel to another, the future of Travel Retail belongs to brands that collaborate and innovate to deliver end-to-end consumer journeys—journeys that are consistent, immersive, and anchored in a strong sense of place and time.
Only by creating truly exciting and memorable experiences can we grow awareness, engagement, and conversion. We are honoured that Prada Beauty is at the forefront of this pioneering ‘pentarchy’ collaboration in Copenhagen – a partnership that sets a new standard for brand engagement and continues to shape the future of Travel Retail.”
Inken Callsen, CCO Gebr. Heinemann: “From the very beginning, we at Gebr. Heinemann were excited to shape and bring this unique initiative to life with five strong partners. The Prada activation at Copenhagen Airport truly demonstrates the strategic power of the Pentarchy model. We created a connected journey that blends data-driven personalization with immersive touchpoints – making every step more engaging, convenient, and memorable for passengers. Our longstanding partnership and outstanding collaboration with L’Oréal have been key to this success.”
Britta Hoffmann, Director Purchasing Beauty: “Through targeted storytelling combined with a festive and elevated brand universe, we designed a seamless experience that strengthens engagement and conversion during the peak holiday season. The Prada activation in Copenhagen illustrates how Pentarchy unlocks new potential for the beauty category in travel retail.”
