EssilorLuxottica and Prada Linea Rossa partner with Avolta to celebrate the 37th America's Cup
Travelers were invited to experience the thrill of the America’s Cup event through a series of immersive activations featuring the new Prada Linea Rossa collection
In celebration of the 37th America's Cup, EssilorLuxottica teamed up with Avolta to launch a series of immersive activations showcasing the new Prada Linea Rossa Eyewear collection throughout September and October 2024. This initiative aimed to engage travelers at major global airport locations worldwide. The activations brought the spirit of the legendary sailing event to life, offering a range of experiences that combined cutting-edge technology with the innovative design of the Prada Linea Rossa collection.
The flagship pop-up at Barcelona El Prat Airport Terminal 1, featured their 360-degree campaign, leveraging offline and online elements to create an all-encompassing airport experience. A virtual reality sailing simulator invited travelers to step aboard the Luna Rossa for an exhilarating virtual race, while a dedicated page on the Barcelona Duty Free website offered an online extension of the experience, complemented by social outreach. This cohesive approach reinforced Prada Linea Rossa’s brand message both within and beyond airport terminals, amplifying visibility and engagement with a broad, international audience.
The dynamic display was rolled out across high-traffic areas at key airports globally, each edition was uniquely crafted to suit its environment. The activation at London Heathrow Airport included large-format digital screens as well as wall wraps and extensive window displays to enhance brand visibility. Similarly, London Gatwick Airport and Edinburgh Airport featured prime front-of- store experiences, providing heightened visibility for the Prada Linea Rossa collection.
The Prada Linea Rossa collection inspired by America’s Cup highlights the brand’s seamless fusion of high performance and technology, embodying Prada’s unique approach to athleisure with versatile, contemporary styles that prioritise both aesthetics and comfort.
As part of this activation, six Prada Linea Rossa SKUs were made available at participating airport locations two months before the wider global release, allowing travelers an early opportunity to own these innovative designs. The capsule, designed with state-of-the-art materials and sleek silhouettes, reflects the peak of Prada’s technological achievements, aligning with the world-class performance of America’s Cup athletes.
Wall wraps at London Heathrow Airport T5 (pictured here) helped to not only increase brand visibility, but also strengthen EssilorLuxottica's position in the competitive travel retail market
Andrea Testaverde, Global Head of Marketing Travel Retail at EssilorLuxottica, stated, “This collaboration with Avolta allowed us to elevate the Prada Linea Rossa brand in travel retail. By integrating immersive experiences into the airport environment, we created an opportunity for travelers to engage with our collection in a unique and memorable way. This activation not only increased brand visibility but also strengthened our position in the competitive travel retail market, showcasing our commitment to delivering innovative experiences that resonate with today’s travelers.”
