Travellers passing through Geneva Airport are invited to discover a refined world of Swiss chocolate craftsmanship as Villars unveils its latest immersive activation in partnership with Lagardère Travel Retail.
Launched on 8 April in the airport’s central retail area, this high-impact experience introduces the brand’s new visual identity while redefining how premium chocolate engages international travellers in a travel retail environment.
A fully immersive Swiss chocolate journey
At the heart of the activation is a multi-sensory experience designed to captivate passengers and drive engagement. A striking “sensory window” opens onto an iconic Swiss alpine landscape, enhanced by an authentic mountain soundscape, transporting travellers directly to the origin of Villars.
A dedicated tasting space invites passengers to experience the richness and authenticity of Swiss chocolate firsthand, creating a powerful moment of discovery, emotion, and conversion at the point of sale.
Creating memorable moments for global travellers
The activation goes beyond retail by transforming purchase into experience. Travellers can engage with a playful chocolate-themed wheel of fortune for a chance to win exclusive prizes, while a curated photo opportunity encourages social sharing, extending the brand experience beyond the airport.
These interactive touchpoints reinforce emotional connection and position Villars as a memorable part of the travel journey.
A modern expression of Swiss heritage
This activation marks a significant milestone in the evolution of Villars, showcasing a more modern, expressive brand identity while staying true to its 100% Swiss DNA. With traceable Swiss milk and sugar, and cocoa sourced through long-term sustainable partnerships, the brand continues to embody quality, transparency, and craftsmanship. This renewed positioning strengthens its premium appeal and aligns brand image with consumer expectations in travel retail.
Justine Taffarello, Head of EMEA Travel Retail at Villars, commented: “Rooted in over a century of expertise, Villars embodies a fully integrated approach, from cocoa bean roasting to finished product – driven by precision, passion, and artisanal excellence. This activation allows us to express a more contemporary and emotional brand vision in travel retail. By combining storytelling, tasting, and interaction, we create meaningful connections with travellers while showcasing the authenticity and quality of our chocolate. We would like to extend our sincere thanks to Geneva Airport and Lagardère for their support in developing this activation.”
Marie Lafille, Commercial Director at Lagardère Travel Retail Switzerland, added: “Continuing our partnership with iconic Swiss brands through engaging activations is essential in today’s airport environment. Travellers are increasingly seeking authentic, high-quality souvenirs, and this concept delivers exactly that, combining strong storytelling, sense of place, and premium products.”
