EssilorLuxottica and Dufry unveil World of Tennis pop-up with Polo Ralph Lauren Eyewear
Polo Ralph Lauren's World of Tennis pop-up store at Heathrow Airport
Eyewear company EssilorLuxottica has joined forces with Dufry to unveil an exclusive World of Tennis pop-up store at London Heathrow Airport T3, showcasing Polo Ralph Lauren eyewear inspired by the prestigious Wimbledon tennis tournament.
This special experience pays tribute to the rich legacy of sportsmanship and the refined beauty of tennis. By leveraging Dufry's comprehensive marketing platform, Emotion+, the 360º pop-up campaign delivers powerful engagement with consumers through both offline and online promotions, to create a truly omnichannel customer journey.
Ahead of the tournament’s commencement on July 3, traveling customers were invited to take part in an exclusive try-on experience to discover Ralph Lauren’s World of Tennis at London Heathrow Airport. The immersive activation, which made its debut on June 28, aims to captivate both event attendees and the influx of summer travelers visiting London.
As the official provider of Wimbledon attire since 2006, Polo Ralph Lauren returned to the esteemed Center Court, presenting a new bespoke eyewear collection that showcases the essence of British heritage to a global audience.
The airport activities will run for the month of July to excite travelers with an interactive, athletic-inspired activation. The 360º omnichannel campaign ensures that passengers have numerous opportunities to engage with the brand at every stage of their travel experience. Customers can reserve and collect their orders prior to their journey, all while actively participating in an expansive online social media campaign. Upon reaching Heathrow Airport T3, a captivating digital screen takeover across the terminal's network informs travelers about the activation, setting the stage for what lies ahead.
Once at the dedicated pop-up, visitors can engage in the full Wimbledon experience, where they are encouraged to try on sunglasses and look into a magical mirror that transports them directly to the prestigious tournament. Each pair of Polo Ralph Lauren sunglasses from the exclusive collection triggers a unique and iconic Wimbledon background. To preserve their memories, travelers can scan a QR code to save and share their selfies or turn them into GIFs.
In addition to the digitally innovative activation in Heathrow T3, there are high performance promotional spaces in the airport, as well as in Stansted Airport, further amplifying the exposure and excitement around the capsule collection and Wimbledon.
The airport activities will run for the month of July
“Inspired by the unifying nature of sports, which brings people together and fosters interaction, we embarked on a collaborative journey with our esteemed partners at Dufry," said Alessio Crivelli, Global Travel Retail Director at EssilorLuxottica. "Leveraging their powerful Emotion+ offering, our aim was to create an unparalleled and unforgettable experience for travelers, one that reveres tradition, timeless style, sportsmanship, and elegance—values deeply ingrained in both Wimbledon and Polo Ralph Lauren. Our campaign seamlessly combines cutting-edge digital innovation with meticulous attention to detail, allowing passengers to be transported to the captivating world of Wimbledon and leaving them with cherished and enduring memories of their encounter with our exquisite Polo Ralph Lauren sunglasses.”
Yigit Durna, Global Head of Sunglasses at Dufry, added, “We are delighted to have worked on this project with EssilorLuxottica, to make this unique and exciting campaign come alive, across all of our platforms, in-store and online. It is thrilling to be part of many travelers’ Wimbledon experience, hand-in-hand with one of the most prestigious apparel brands of all time, that have such a special history with the tournament. We very much look forward to welcoming our customers to this experience in-store.”
