Frankfurt Airport continues to promote its new fashion-led retail zone by teaming up with HUGO and graffiti artist Justus Becker to thrill travellers with personalised, one-off fashion items.
To coincide with the opening of its new Fashion, Accessories & Watches, Jewellery (FAWJ) area, Frankfurt Airport Retail (FAR), the operator of all Duty Free & Travel Value Shops as well as various mono- and multi-brand shops at Frankfurt Airport, turned the airport into the setting for a remarkable promotion: together with the premium fashion brand HUGO, FAR encouraged passengers to have their purchased items of clothing personalised. FAR and HUGO engaged the well-known Frankfurt graffiti artist Justus Becker, who enthused customers with his airbrush drawings on T-shirts and hoodies. The campaign ran from 5 to 7 May and will be repeated in June.
“The airbrush activation was a highlight at the airport that attracted the attention of all fashion-loving passengers. Creating such experiences is one of the central future tasks in Travel Retail. At FAR we want to offer exciting shopping environments where there is always something new to discover,” says Dirk Mörchen, Managing Director at FAR. Georg Fuhrmann, also Managing Director at FAR, adds: “The travellers were able to look over the artist’s shoulder as he worked and then thank him personally for their individualised garments. With this campaign, we made the FAWJ category a very special experience for the passengers and made this shopping experience unforgettable.”
The extraordinary promotion took place in the entrance area of the Main Duty Free & Travel Value Shop in Terminal 1, Pier A Schengen. Thanks to the high frequency in the terminal, the activation attracted numerous passengers to the shop and the new FAWJ area, which significantly pushed sales in the entire category during the promotion period.
“We are pleased to have realised this special customer experience campaign together with HUGO and our joint venture FAR,” says Jan Richter, Director Purchasing Fashion, Accessories & Watches, Jewellery at Gebr. Heinemann. “It is another important building block in our strategy to create excellence in Travel Retail with a mix of globally sought-after brands, local highlights and product personalisation.”
Justus Becker combines graffiti, airbrush and classical drawing in a mixed technique. The street artist’s works can be seen all over Frankfurt – on bridge pillars, building fences and walls – as well as internationally, for example in Toronto. Justus Becker is passionate about social issues and humanitarian aid in his work. The capital letters H U G O designed by him as part of the FAR campaign are now to be auctioned. FAR will donate the proceeds to the organisation “Wings of Help – Luftfahrt ohne Grenzen e.V.”, where the amount will be used to support the organisation’s Ukraine aid.
Copyright Duty Free Hunter 2022