Fashion and beauty house Rabanne has for the first time ever introduced its fashion collections to travel retail via a blockbuster activation at Heathrow Airport in the UK.
In collaboration with Avolta and JCDecaux, the activation in Heathrow Terminal 2 vividly showcases The Maison’s dynamic new visual identity and logo, seamlessly uniting fashion and fragrance. Several of Rabanne’s fashion pieces, including its statement XL link jewellery and iconic 1969 bag series, are presented at the pop-up space.
Additionally, the animation provides travellers with the chance to engage in an exclusive customisation atelier, a unique feature only available at the pop-up during dedicated periods from October to December.
The 85sq m animation space at Heathrow Terminal 2 – completed by an exhibition of The Maison’s dresses – was first unveiled in July, marking the first time the complete Rabanne brand expression was presented in travel retail.
Initially showcasing the new fragrances FAME and Phantom Parfum, the space has now been transformed to feature exclusive fashion collections. This allows travellers to fully immerse themselves in the audacious world of Rabanne.
The 1969 Bag
Made up of experimental materials and assembled by hand, the metallic 1969 bag symbolises the innovative elegance of Rabanne. 50 years after its creation, the bag is still an iconic musthave that remains boldly modern today.
Recently reedited, the original design has undergone a noticeable transformation: the heavy steel has been replaced by a lighter aluminium embellished with lustrous golden and silver finishes.
With four models of the classic 1969 bag available at the activation, shoppers can customise their purchase with charms. Rabanne is offering this exclusive service over dedicated periods in October, November and December, capitalising on the key gifting period leading up to the festive season.
Kaatje Noens, Puig Executive Vice President Global Travel Retail, said: “The Rabanne fashion activation at Heathrow Airport marks yet another first for Puig in travel retail as we continue our mission of providing exclusive and engaging experiences for travellers. Together with Avolta, Heathrow and JCDecaux, we are enhancing the retail offer for consumers with a stunning pop-up that celebrates Rabanne’s new era and Puig’s goal to transform travel retail into a global brand building platform.”
Eve Fifer, Commercial Director for World Duty Free in the UK, commented: “At Avolta, and within our World Duty Free stores, we strive to deliver unique and immersive experiences that engage and inspire our customers. This striking activation, showcasing Rabanne’s fashion collection in travel retail for the first time, alongside the brand’s iconic fragrances, will certainly capture travellers’ interest when they visit Heathrow Terminal 2.”
