The holiday season is almost upon us and there is no time of year when travel and shopping are so closely associated as the period from America’s Thanksgiving to the Lunar New Year in Asia.
But these are also times of celebration and travellers rightly expect magic and experiences on their journeys. For me, this is the time when brands and retailers alike should be tapping into pop-up stores and branded experiences to deliver something truly special in the market.
As is unfortunately so often the case, the domestic market is leading the way in this regard this year, with novel concepts and innovative ideas. Though it is encouraging to see some travel retail stakeholders beginning to do the same, I firmly believe the industry can and should be doing much more.
Here are a few of those who have delivered a special present for the festive season…
Jo Malone, London & Edinburgh
An excellent example of meeting shoppers where they are, this pop-up will be featuring in both London’s Covent Garden and Edinburgh this holiday season. With a striking and disruptive façade which grabs the attention, the inside includes an immersive experience and a Jo Malone gameshow, which shoppers can take part in.
Beauty Pie, Mayfair
Bringing online into the physical world, the Beauty Pie pop-up store gives shoppers the chance to find and purchase the brand’s 2024 Gifting Collection, which is usually only available online. The physical space is enhanced with trials, treatments and workshops, as well as a matcha drinks bar collaboration to further the brand experience. Using a temporary space to create a platform for new omnichannel opportunities is an excellent example of doing simple things right.
One Aldwych X The Cirkel
Sustainable fashion and pre-loved are having a big moment in the domestic market, and are trying to break through in travel retail as well. The One Aldwych hotel is giving resale platform The Cirkel a chance to bring this to life for shoppers with a dedicated space, which blends the brand’s offer with the location’s Enchanted Forest installation for the season, allowing shoppers to truly live the experience and discover at their leisure.
Loro Piana Harrods takeover
Loro Paina’s Workshop of Wonders has taken over the front of the famous London department store this holiday season, putting the Italian brand’s craftsmanship front and centre across 36 window displays and two dedicated pop-ups. Sometimes more is more when it comes to takeovers, but each part of the experience must add to the overall story – and this is exquisite.
Coach, Taipei
Proving that travel retail is learning its lessons, this Coach coffee shop in Taipei, Taiwan, is an excellent example of blending brand experience with F&B to create a space which shoppers can truly live in and enjoy. Combining western traditions with local touches and creativity, this is one travel retail should take note of.
Ikea’s Hus of FRAKTA
Thinking outside the box and tapping into the essence of a brand is the key to delivering a special pop-up. Furniture brand Ikea has done that with its Hus of FRUKTA, which celebrates the brand’s famous big blue bags with a luxury pop-up space in London’s Oxford Street. From the personalisation atelier to the Blue Edit collection and gallery space, this is unmistakably Ikea and completely new.
Chanel at Harrods
Another Harrods brand experience brought to life, this is luxury incarnate from the iconic French brand, which debuted its Christmas collection at the site with a space which truly invites shoppers into the Chanel world. Inspired by a dollhouse and filled with whimsy and luxury, this is a true escape into the brand world.
Presentedby
Sneaker brand Presentedby has stores in Doha, Dubai, London and Paris, among others, and now it will bring its experience to travel retail. The brand is a masterclass in collaboration and will set a benchmark for store experience when it opens its first store at Zayed Airport in Abu Dhabi next year. One to keep an eye on.
As we look ahead to 2025, I implore all my colleagues, friends and fellow stakeholders to look not just at what we can do, but what we can dream and deliver for travel retail. The magic of this market is still alive today, but we can do much more with it.