Swarovski partners with Unifree Duty Free and Gebr. Heinemann in Istanbul Airport pop-up
At the ribbon-cutting ceremony: (From left to right): Natali Gerhardt, Gebr. Heinemann Head of Buying (Luxury & Premium Watches); Andreea Marginean, Swarovski Head of Global Travel retail; Ceren Tonguç, Unifree Duty Free Chief Commercial Officer and Sağnak Binzet, Unifree’s Chief Operating Officer
Swarovski has partnered with Unifree Duty Free and Gebr. Heinemann to open a colorful new pop-up boutique at Istanbul Airport.
The boutique is fitted with the brand’s WonderLux retail concept in a vibrant yellow – one of Swarovski’s House colors – to complement the shimmering beauty of crystal. The six-month installation is said to enhance Swarovski’s travel retail offering with a luxurious and immersive shopping experience within Istanbul airport’s high traffic environment.
Travelers can explore a range of crystal pieces alongside a selection of Swarovski eyewear made in collaboration with EssilorLuxottica, all perfect for gifting. Alongside its jewelry collections, including the Millenia and Matrix ranges, the boutique highlights home décor, watches and accessories.
Swarovski adds color and sparkle to Istanbul Airport
Andreea Marginean, Swarovski Head of Global Travel Retail, said, “What truly unites Swarovski, Unifree Duty Free and Gebr. Heinemann and is our passion for retail and our commitment to customer centricity. Our goal is to deliver an exceptional experience for every customer.
“With this pop-up, travelers are welcomed into an exclusive space that blends our brand’s identity seamlessly with the distinctive character of Istanbul Airport. They can explore a wide selection of Swarovski jewelry and sunglasses, enjoy the opportunity to try on pieces, discover styling possibilities, and encounter memorable surprises along the way. As one unified team, we have crafted an elevated experience in the impressive Istanbul Airport.”
Andrea Testaverde, Global Head of Marketing Travel Retail at EssilorLuxottica, commented, “EssilorLuxottica is thrilled to enhance the Swarovski pop-up at Istanbul Airport, offering travelers a unique and luxurious cross-category experience. By introducing eyewear to this exclusive setting, we are allowing consumers to explore the allure of Swarovski through an expanded lens.”
Ceren Tonguç, Unifree Duty Free Chief Commercial Officer, added, “At Unifree Duty Free, our goal is to provide our passengers with a diverse range of shopping options and elevate their overall experience. In this spirit, we are excited to partner with Swarovski to present a vibrant pop-up boutique featuring an exclusive collection. We invite our passengers to explore a stunning selection of Swarovski jewelry, along with the eyewear collection created in collaboration with EssilorLuxottica."
Celebrating the new opening: (from right to left) Natali Gerhardt, Gebr. Heinemann Head of Buying (Luxury & Premium Watches); Anita Stateva, Gebr. Heinemann Category Manager FAWJ; Marco Pigazzi, Swarovski Key Account Manager EMEA; Friederike Punte, Gebr. Heinemann Senior Buyer (Watches & Jewerly); Miroslava Kridlova, Swarovski Travel retail 360 Channel Manager and Stefano Brosio, Swarovski Marketing Manager
Jan Richter, Director Purchasing Fashion, Accessories, Watches, and Jewelry at Gebr. Heinemann, said, “We want to offer travelers unforgettable experiences. With the new pop-up, they can now immerse themselves in the luminous world of Swarovski, where they will find both unique pieces and great services. We are very proud that we have been able to make the travelers’ journey through Istanbul Airport even more colorful and memorable with this joint project with Swarovski and Unifree Duty Free. Swarovski is a long-standing and reliable partner, and it has been shown time and again that such endeavors can only be a realized successfully if we work together.”
Designed by Swarovski Creative Director Giovanna Engelbert, the WonderLux retail concept is being rolled out across the globe as part of Swarovski’s store refurbishment program. Each new store is fitted in one of Swarovski’s vibrant House colors and aims to be a joyfully extravagant space that sparks wonder.
With octagon showcases adorning the walls in an elegant display of product and pattern, metallic and fluted glass finishes and sensorial gross-grain silk and velvet touches throughout, the concept is described as “a feast for the senses and a tribute to the joyfully extravagant wonder of crystal”.
Istanbul Airport’s status as a major travel hub underscores the pop-up’s importance in reaching a global audience and reinforces Swarovski’s dedication to pioneering elevated travel retail experiences.
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