Armani takes retailtainment to the next level with festive Gift House at Heathrow
Giorgio Armani Beauty, part of L’Oréal Groupe, and Avolta have partnered to unveil the 2023 Armani Gift House at LHR; the pop-up is running at T5 until December 31 and making shopping easier for travelers with concierge and gifting services
Giorgio Armani Beauty, part of L’Oréal Groupe, and Avolta have partnered to unveil the 2023 Armani Gift House at London Heathrow Airport (LHR). The 2023 Armani Holidays' pop-up is running at Heathrow Terminal 5 until December 31.
This holiday season, Armani Beauty is taking customers on a festive journey and making shopping easier for travelers with concierge and gifting services. Described as "a magical place," the pop-up holds the hero products for every beauty lover. Travelers can choose from among the most wished-for Armani Beauty gifts.
The animation provides a diverse range of retailtainment experiences. To start, travelers can take part in the Armani 2023 locker game, a unique and engaging activity that allows them to uncover the secrets hidden within Armani locker boxes. Participants can engage in the mystery of the Armani Gift House by selecting an Armani Golden Key to unlock one of its lockers. Upon a successful match, the reward reveals itself—an exclusive Armani gift tucked within. Everyone is invited to try their luck and attempt to unlock the secrets of the Armani Gift House, with no purchase necessary.
Customers are also encouraged to check out the Holidays' photo booth. Upon entering the interactive space, an on-screen option is offered between a lively GIF or a classic photo. Post-snap, they can choose between printing the picture or opting for the convenience of having it sent via e-mail.
With the aim of creating desirability through an extensive make-up selection, customers are encouraged to experiment with different Armani Holiday looks: the iconic Red Lip look, the Holiday Glow look, and finally, the Eccentric Eyes look. These looks serve as a canvas to showcase some of the most popular Armani products, including Armani Luminous Silk and concealer, the new shimmering shades of eye tint, and the iconic and timeless Lip Power.
Customers can select from a trio of Armani Holiday postcards, penning down their warmest wishes to share with family and friends. Once deposited into the box, Armani will ensure to ship customers' personalized postcards to the doors of their loved ones, spreading warmth and thoughtful messages on their behalf.
As a final flourish, a dedicated wrapping service is offered to customers "to envelop their gifts and share the magic of the Armani Gift House." Aligned with the Armani commitment to transform the beauty experience at every touchpoint with its consumers, this service not only adds a layer of elegance to the gift-giving experience, but also allows customers to share the magic of Armani with their loved ones.
Niels Juhl, L’Oréal Travel Retail Europe, Middle East, Africa, India General Manager commented, “We are genuinely proud of the Armani Gift House pop-up at Heathrow Airport. With a wide variety of exciting retailtainment activities, we are confident that the animation will bring joy and enchantment to all holiday season travelers from around the world visiting London.”
Floriana Bove, Senior Category Manager Beauty UK, Avolta, said, “The Armani team have surpassed themselves in providing an incredible number of retailtainment experiences that engage with all types of people including children. This pop-up smells of joy! Passengers start their trip in a festive mood that enriches their shopping experience and their feelings towards the Armani brand and to Heathrow Airport. This has been another great collaboration with L’Oréal, and at Avolta we are delighted with the synergy created between this pop-up area and our World Duty Free store.”
