Qatar Duty Free unveils airport-wide takeover to celebrate 25th anniversary
Throughout May, travelers are immersed in a vibrant world of exclusive experiences, dazzling visual displays, and exceptional offers—all designed to honor QDF’s legacy as a leader in airport retail and hospitality
Qatar Duty Free (QDF) celebrates a remarkable milestone this May as it marks its 25th anniversary with a full airport takeover at Hamad International Airport. Throughout the month, travelers are immersed in a vibrant world of exclusive experiences, dazzling visual displays, and exceptional offers—all designed to honor QDF’s legacy as a leader in airport retail and hospitality.
From the moment passengers arrive at Hamad International Airport, they are greeted by striking 25th anniversary scenography. At the heart of the terminal, the iconic Lamp Bear welcomes visitors with a joyful anniversary photo opportunity, while a captivating light installation suspended above the main concourse extends the festive atmosphere. Travelers can enjoy further unique photo-calls across the airport with colorful hot air balloon and giant Qatar Duty Free shopping bag installations. Even the arrivals and baggage claim halls have been transformed with celebratory branding—welcoming visitors to Doha with a warm and vibrant first impression.
The anniversary campaign film, celebrating QDF’s journey and vision for the future, is broadcast across 1,000 digital screens throughout the airport, creating a sense of excitement among travelers.
To further elevate the experience, QDF rolled out a series of exclusive promotions and activities. Over the first two weekends in May, passengers were able to enjoy a direct 25% discount on selected products in every store, making it the perfect time to shop for luxury goods, fashion and accessories. Beauty enthusiasts were also invited to join the Beauty Shopping Party on selected days, featuring a live DJ and exclusive makeup stations in collaboration with brands such as MAC, NARS, Make Up For Ever and Benefit. Throughout May, all shoppers can continue to earn 2.5 times the usual Avios loyalty points on every transaction, rewarding guests for choosing QDF.
The celebrations extend to food and beverage outlets as well. Selected restaurants across Hamad International Airport are offering special anniversary combo menus and 25% discounts on featured items throughout the month. Gordon Ramsay Burger and Gordon Ramsay Street Pizza also hosted live DJ sessions on the first two weekends of May, adding an extra layer of excitement to the dining experience.
Highlighting QDF’s commitment to "Experiencentricity" – a newly coined term that emphasizes the importance of creating an exceptional customer experience – 25 unique activations across perfume & cosmetics, food & beverage, and fashion & accessories are promoted through the QDF loyalty app. Travelers can scan a QR code across the terminal to explore curated recommendations such as discovering the smart mirror at the Thelios Sunglasses Pop-Up; creating a personalized gift by customizing a Toblerone gold bar or trying Dyson’s latest haircare innovations with a live demo.
On the initial celebration days, travelers were greeted with individually wrapped cakes, handed out across the airport as a sweet gesture to mark the occasion.
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