Rabanne opens first-ever fashion TR activation at Heathrow Airport
Fashion and beauty house Rabanne has introduced its portfolio in travel retail via a "blockuster activation" at Heathrow Airport in collaboration with Avolta and JCDecaux.
The activation in Heathrow Terminal 2 showcases the house's dynamic new visual identity and logo, seamlessly uniting fashion and fragrance. Several of Rabanne’s fashion pieces, including its statement XL link jewelry and iconic 1969 bag series, are presented at the pop-up space.
Additionally, the animation provides travelers with the chance to engage in an exclusive customization atelier, a unique feature only available at the pop-up during dedicated periods from October to December.
The 85-square-meter space at T2 – completed by an exhibition of the maison’s dresses – was unveiled in July. This is the first time the full Rabanne brand expression is on display in travel retail. Initially showcasing the new fragrances FAME and Phantom Parfum, the space has been transformed to showcase exclusive fashion collections.
The 1969 Bag
Made up of experimental materials and assembled by hand, the metallic 1969 bag symbolizes the innovative elegance of Rabanne. According to brand, 50 years after its creation, the bag continues to be an iconic must-have that remains boldly modern today. The original design has undergone a noticeable transformation: the heavy steel has been replaced by a lighter aluminium embellished with lustrous golden and silver finishes.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 customize their purchase with charms. Rabanne is offering this exclusive service during dedicated periods in October, November and December, capitalizing on the 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 travelers. 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 travelers’ interest when they visit Heathrow Terminal 2.”
Rory Ford, Heathrow Senior Account Manager Advertising & Media, said, “Heathrow is constantly striving to introduce innovative and first-of-a-kind experiences that inspire shoppers. We’re delighted to partner with Rabanne, Avolta and JCDecaux for a Quarternity partnership, which delivers an unmissable activation from an iconic fashion and fragrance house.”
Simon Wildman, JCDecaux Chief Partnerships Officer, added. “The first-ever Rabanne fashion activation in travel retail is a powerful statement that will enhance the passenger experience at Europe’s busiest airport. JCDecaux is pleased to play a key role in raising awareness of this impressive installation with a comprehensive campaign that targets premium travelers across their journey at Heathrow Terminal 2.”
The rebrand is a major milestone that sees the fashion and fragrance house enter a new era under one unified image. Crystallizing this now unified image between fashion and fragrance is a high impact new visual identity and logo, which pay tribute to Monsieur Rabanne’s avant garde legacy and the brand's trailblazing heritage.
The bold new typography draws inspiration from the maison's first fragrance, Calandre, launched in 1969. With its updated identity, the brand embraces a more refined signature, with the smooth silhouette of the "R” monogram signalling modern minimalism. Equally, the logo is written in small letters for a "disruptive and rule breaking approach."
As shared by the brand, these new designs will appear gradually over the next 12 months, encapsulating the maison's status as a luxury global powerhouse. Featuring on all logos, campaigns, packaging and retail destinations, they will merge fashion and beauty under a singular approach that is characteristically creative, inclusive and innovative.