First ‘Connected’ Fragrance from PUIG launches experiential campaign at Heathrow

August 24, 2021

PUIG is introducing Phantom by Paco Rabanne, “the first connected” fragrance for men this July, creating an exciting travel retail experience at Heathrow Terminal 2 and signalling confidence in the return of international travel.

Described by PUIG as a “futuristic aromatic”, the new fragrance is available in a ‘connected’ bottle that enables consumers to connect to the Phantom universe by tapping their phone on the bottle to access content.

Passengers will be immersed in the brand and even meet the Phantom via a futuristic experiential advertising campaign that showcases the essential aspects of the new fragrance. This spectacular media installation, the first in 2021 is the result of a collaboration between JCDecaux Airport, Heathrow and Edge.

The striking chrome, metal and black experiential media installation features the iconic Phantom throughout the design, while brand ambassadors will guide passengers through the experience. The installation at the heart of Heathrow Terminal 2 is 6.3 metres high and will be live for 6 months until the end of 2021.

Engaging: The notes of Phantom include lavender, lemon, patchouli, vetiver and vanilla and these can be experienced by touchless fragrance – by taking a ticket to discover the fragrance.

Entertainment: Passengers can take on the iconic Phantom robot in an energising dance-off, recreating Phantom’s dance moves to unlock an exclusive Phantom filter that can be shared on social and for a chance to receive a gift.

Connecting: Providing passengers with a vibrant hub to experience the brand while they recharge their devices.

The activation is a demonstration of confidence in the future of travel retail and a great example of how we are evolving at Heathrow. As travel restrictions begin to ease, we look forward to welcoming back more of our passengers who can now visit the stand to play the dancing robot game and sample the fragrance.

Fraser Brown, Retail and Property Director, Heathrow Airport

As we move closer to a welcome return for widespread international travel, it’s great to see PUIG taking ownership of this iconic location at Heathrow Terminal 2. Their unmissable brand immersion promoting the launch of Phantom provides an exciting and engaging experience for passengers as well as the opportunity to purchase the new fragrance at World Duty Free. Passengers are looking forward to enjoying the magic of international travel once again and inspirational brand experiences such as this PUIG installation shows how advertising can help enhance the passenger experience still further.

Arianne Riddell, Sales Director, JCDecaux Airport

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