UK. Jo Malone London ushered in the season of gifting by unveiling its ‘Galaxy of Gifts’ pop-up at London Heathrow Airport Terminal 2 in partnership with World Duty Free. It will run until February 2020.
The Estée Lauder Companies-owned brand has also opened a number of ‘gifting-on-the-go’ pop-ups in Birmingham and Manchester throughout the holiday season as part of its ‘Scented Spectacular’ campaign with World Duty Free. I on location for the debut of the larger-than-life installation reporting for The Moodie Davitt Report.
The Galaxy of Gifts pop-up features a towering display inspired by Jo Malone London’s signature packaging.
The whimsical installation is separated into different retail-tainment zones that highlight the joys of gifting and Jo Malone’s value as a gifting brand. Customers begin their journey with a one-on-one fragrance consultation, where they can discover their signature Jo Malone London scent.
Afterwards, customers can take selfies inside a super-sized Jo Malone candle and share their Galaxy of Gifts experience on social media.
The pop-up placed special emphasis on customisation with some eye-catching features on-site. Guests can customise their fragrance bottles with Jo Malone London charms and get an on-site calligrapher to decorate their fragrance boxes. Most notably, poets are present during selected days to create personal Haikus for some lucky customers.
Aside from Heathrow, customers can also decorate their Jo Malone purchases with limited-edition charms in the brand’s Scented Spectacular sites in Birmingham and Manchester airports. Both locations also feature striking visual takeovers from Jo Malone London and World Duty Free.
The pop-up features the brand’s ‘Magic and Mayhem’ holiday campaign as well as its travel retail-exclusive ‘Galaxy of Gifts’ campaign visual. Travelling shoppers in Heathrow can also purchase the brand’s limited-edition Rose Magnolia fragrance at the pop-up.
The new Rose Magnolia fragrance is available in a limited-edition 100 ml bottle. Customers can also customise their Rose Magnolia fragrance bottles with a rose-inspired enamel charm, exclusive to travel retail.
Elsewhere in T2, the Jo Malone counter in World Duty Free has been transformed into a tinsel-themed gifting paradise. Here, customers can get Jo Malone hand-massages and also buy its holiday sets and pre-wrapped gifts on the go.