THE WHAT? Chanel has launched a new No 5 Spaceship activation in the departure lounge at Heathrow Airport Terminal 5 to celebrate the 100th anniversary of the Chanel No 5 fragrance.
THE DETAILS The pop up is immersive and interactive, and was created in collaboration with Dufry, Heathrow Airport and ooh media specialists JCDecaux.
The activation includes a Find No 5 game for consumers, and sells the brand’s fragrance line as well as a curated offering of skincare and make-up products.
An augmented reality digital screen allows shoppers to virtually try on products, with the pop-up being the only travel retail location to sell Chanel’s advent calendar.
THE WHY? The pop up has been heralded as a great ‘advert for travel retail’ and a ‘vote of confidence’ from brands such as Chanel for airports such as Heathrow, according to Heathrow Airport Retail & Property Director Fraser Brown.
Dufry Group Country Retail Director Peter Cunningham said, “It’s a very important message to show that travel and airport retail is back with a bang. To have such an iconic brand showcased in this way, in partnership with Heathrow, JCDecaux, Dufry and Chanel, is a fantastic showcase and it really shows that we are getting back to the business we used to have pre-COVID.”