Walker's Shortbread launches immersive pop-up at Dubai Airport
The pop-up experience marks Walker's third partnership with Dubai Duty Free
Walker’s Shortbread is taking up residence at Dubai Airport this festive season with an immersive pop-up experience featuring a statue of the Burj Khalifa made of shortbread pieces. Between November 15 – November 30, travelers passing through Terminal 3 will be able to sample some of Walker’s iconic Shortbread Fingers, while browsing the brand’s Prestige Festive Range and Festive Shapes from the Global Travel Range (GTR).
The pop-up experience marks Walker’s third partnership with Dubai Duty Free, following the launch of the exclusive ‘World of Walker’s: Dubai Shortbread Highlanders’ gift box at Dubai International Airport earlier this year and the launch of Walker’s Global Travel Range at Dubai International Airport in 2022 with an immersive Scottish experience for shoppers.
Travelers will also have the opportunity to enter a competition to win a hamper of Walker’s festive products, based on guessing the correct number of pieces of shortbread in the statue.
Sarah Macaulay, Head of Marketing at Walker’s Shortbread said, “This time of year is all about connection and Walker’s makes for the perfect gift or self-treat. We’d love for more travellers to take Walker's with them and enjoy it with loved ones – encouraging shared moments of joy all over the world.
“With a wide breadth of customers across the globe, we’re proud to be bringing this activation to Dubai Airport in partnership with Dubai Duty Free, reaching almost two million passengers who will be traveling through this festive season.”
Walker’s festive experience comes on the back of growing demand and momentum from the sector for the Scottish heritage brand, particularly within the channel, with Walker’s products now sold in over 30 markets globally.
The Burj Khalifa structure – made of shortbread by food artist Prudence Staite – follows a number of ‘World of Walker's’ to immersive experiences at airports worldwide including a successful activation at Edinburgh Airport and Aberdeen Airport this summer, with a shortbread statue of Edinburgh Castle.
Macaulay added, “We’re excited about this latest GTR experience, which is a key growth channel for us at Walker’s. We have lots more exciting plans in the pipeline and remain committed to offering localised sense of place products which showcase Scotland at its Finest for customers and traveling consumers around the world.”
Sharon Beecham, Senior Vice President for Purchasing of Dubai Duty Free said, “We are always excited to partner with Walker’s Shortbread for new product launches and exciting activations that best represent Scotland at its finest. We are positive that with this immersive experience and the opportunity to win, it will entice passengers travelling to Dubai International Airport to shop at Dubai Duty Free.
