Experiential shop-in-shop

Melbourne Airport Terminal 2 - Australia (2024)

Departing passengers at Melbourne Airport are experiencing one of the most vibrant brand activations in recent memory as they encounter an explosion of colour and experiential engagement courtesy of Campari Group Global Travel Retail (GTR)

The collaboration has resulted in the first-ever Aperol experiential shop-in-shop in global travel retail, located in Melbourne Airport Terminal 2’s departures zone. The 55sq m attraction, which enjoys a prime position within the expansive 3,500sq ft Lotte Duty Free departures store, will command a long-term presence in 2024.

It has launched with a vibrant two-month celebration honouring Aperol’s renewed long-term partnership with the Australian Open, a Grand Slam tennis event which runs from 14 to 28 January.

The striking store, adorned in Aperol’s brilliant orange hues, offers travellers a dazzling, multi-sensorial experience. The immersive ambience blends Aperol’s colourful take on tennis, Italian aperitivo culture, and digital-first engagement touchpoints to create a joyful and fun atmosphere. Tennis symbolism, such as court markings, racquets and nets, enhance the boutique’s ambience, leading travellers towards an eye-catching circular archway.

This archway serves as the portal to an immersive digital sunset photo moment, prominently displayed on large digital screens – a confluence of Aperol, the spirit of tennis, and the magic of the ‘aperitivo moment’ at sunset. Additional screens throughout the space recreate the sunset experience and engage with travellers, reinforcing the Aperol Spritz serve – itself a neat allusion with the tennis theme.

To further captivate the senses and elevate engagement, travellers are invited to sample Aperol Spritz, enhancing the store’s multi-sensorial appeal with a tangible ‘liquid to lips’ experience that complements the digital features.

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