Since 1913, Prada has been at the forefront of innovation in fashion and beauty. As a key player in the luxury travel retail sector, the brand continues to challenge conventions and redefine the retail experience, proving that fragrance launches can transcend traditional boundaries.
The Fanzine kiosk at Milan airport invites travellers into the world of Prada Paradigme, blending editorial storytelling with premium fragrance retail to create moments of discovery and engagement.
MILAN MALPENSA AIRPORT – Prada Paradigme made a striking first impression with an elevated retail space blending Prada’s iconic architectural codes, with a bold twist: the house’s signature green reinterpreted with a Paradigme edge. The environment balances sophistication and disruption. A place that captures the confidence and curiosity of Paradigme fragrance, offering travellers a first glimpse into its world and setting the tone for the rest of the journey.
Prada Paradigme Fanzine: The perfect travel companion.
Prada’s latest masculine fragrance, Prada Paradigme, is presented at Dubai airport with a sophisticated touchpoint: a Fanzine kiosk, inviting travellers to discover the fragrance narrative.
DUBAI INTERNATIONAL AIRPORT- travellers encounter a tactile and editorial experience: the Prada Paradigme Fanzine Kiosk. Designed like a collectible mini-magazine, Paradigme Fanzine is filled with bold visuals, notes of inspiration, and fun games related to the launch. Light and portable, it’s the perfect companion while waiting at the gate — a moment of storytelling to slip into your hand luggage and carry with you, wherever you’re headed.
With Paradigme, you make the cover!
In Istanbul Airport, Paradigme invites travelers to step into the frame — with an interactive photobooth that turns a moment of play into a personal brand memory.
ISTANBUL AIRPORT – Paradigme takes a more playful turn in Istanbul with an interactive photobooth. Travellers can take their photo, print it instantly, and stick it to the cover of the fanzine – turning it into a personal keepsake — a memory tied to a moment in transit. A spontaneous way to engage with the brand while creating a memory that lasts beyond the journey.
Add a personal touch with Paradigme
London airport’s Paradigme Podium invites busy travellers to slow down and immerse themselves in Prada’s bold reinterpretation of masculine perfumery.
LONDON AIRPORT – A moment of creative pause: In London Heathrow Airport, the focus is on the personal touch. Travellers are invited to engrave their Prada Paradigme bottle, making it a unique object — whether to keep as a souvenir or to offer as a thoughtful gift for someone waiting at arrival. It’s a luxury gesture that turns the fragrance into a message: of presence, of care, of individuality.
Paradigme in Paris
For Paris, Prada Beauty went even further — orchestrating a landmark 360° activation at Charles de Gaulle Airport and marking a first-of-its-kind collaboration with : Extime, Air France, and JCDecaux. For the first time ever, a fragrance took over the full CDG journey: from a total media takeover, to geotargeted social media campaigns, Uber ride-screen activations, and CRM outreach through Extime’s database.
The experience continued inside the lounges of Air France with Wi-Fi takeover, creating a fully integrated consumer journey, from arrival to boarding. A bold expression of the Prada Paradigme universe — and a milestone moment in how fragrance can be brought to life in Travel Retail.
Another Way to Travel with Prada
Through each airport, each activation, Prada Paradigme offers another way to launch fragrance in Travel Retail — one that’s not just seen but felt. A journey made of emotion, design, memory, and personal expression.
Another way to connect. Another way to travel. Another way to be Prada.
