BOSS fragrances (Coty Travel Retail) has unveiled a series of BOSS cross-category pop-up activations at key airport locations across Europe and the Americas. Beginning June 1, 2024, travellers across Europe and the Americas will be able to immerse themselves in all aspects of these highly engaging, interactive pop-up spaces, celebrating the spirit of football through a unique blend of sports, fashion, and fragrance.
The BOSS cross-category pop-up experiences will take travellers on a highly interactive, engaging journey celebrating the world of football. Visitors can immerse themselves in the football-based BOSS Kicker Game, the BOSS Foosball Table, and in select locations, a “Play Together” photobooth. There will be opportunities to take home limited-edition prizes.
The activations are futher supported by a major advertising campaign on Duty Free Hunter reaching millions of travellers as the prepare to travel – and plan their duty-free shopping – see the campaign in action at DutyFreeHunter.com
As part of the pop-up activations, travellers will be able to discover BOSS Bottled Triumph Elixir, the latest innovation from BOSS fragrances and a limited-edition scent. This highly concentrated perfume boasts dynamic notes of violet leaf, enriched with the deep, rich essences of vetiver and patchouli, perfectly capturing the adrenaline and passion of football. To commemorate the launch of the fragrance, BOSS has teamed up with three acclaimed football players – Kai Havertz, Eduardo Camavinga, and Phil Foden – for the fragrance campaign, which carries the slogan “Held in Triumph,” celebrating the power of unity and teamwork to reach victory. At select locations, travellers will have the opportunity to win exclusive Boss Footballs autographed by one of the three players, as a gift with purchase.
In European Travel Retail, the pop-ups are an innovative cross-category collaboration between BOSS fragrances, the HUGO BOSS fashion house, and Safilo, which produces the BOSS eyewear line, creating a highly immersive travel retail experience. Over the summer period, the BOSS cross-category concept will be available at Larnaca International Airport in Cyprus; Frankfurt Airport, Hamburg Airport, and Berlin Brandenburg Airport in Germany; as well as London Stansted Airport in the United Kingdom.
In the Americas, travellers can discover the world of BOSS fragrances through a series of retailtainment activations across key airport locations, including in Rio de Janeiro, Galeao International Airport in Brazil; in Ezeiza International Airport, and Aeroparque Internacional Jorge Newbery in Argentina, in Aeropuerto Internacional Benito Juárez in Mexico; and Jorge Chavez International airport in Peru.’
[Guilhem Souche, SVP, Global Travel Retail] said, “The launch of the BOSS cross-category pop-up experiences is emblematic of our passion to engage consumers in dynamic and unexpected ways. By leveraging the global appeal of football, we are able to create memorable experiences that connect with travellers on a deeper emotional level, introducing them to the world of BOSS fragrances in a manner that is interactive, engaging, and impactful.”
The activations are futher supported by a major advertising campaign on Duty Free Hunter reaching millions of travellers as the prepare to travel – and plan their duty-free shopping – see the campaign in action at DutyFreeHunter.com
