Pernod Ricard Global Travel Retail (GTR) has transformed its Absolut retail space at Scandlines BorderShop Puttgarten into an immersive and interactive brand showcase.

Building on its long-term partnership with Scandlines, Pernod Ricard GTR said the revamp is part of a strategy to attract millennial travellers with a “dedicated and eye-catching brand environment”.

The redesigned and expanded space offers the full Absolut range.

Absolut’s signature blue features heavily in the new design as do colourful neon signs. The company said the space has been designed to appeal to the Instagram generation by providing multiple photo opportunities.

The footprint of the space has also been reconfigured so that customers encounter the various experiential elements, including a new bar offering tastings.

Pernod Ricard General Manager Travel Retail EMEA Antonio Duva commented: “We are very excited about the new look Absolut space at Scandlines BorderShop in Puttgarten. We recognise that travellers are overwhelmed with choice in the Scandlines store and it’s no longer enough to just showcase product. In order to cut through the noise we need to stand out and do things differently.

“The Absolut space has been designed to capture and bring to life the spirit of the Absolut brand, so it’s not only a space to buy Absolut, but to experience it.”

Scandlines Vice President for Retail Mark Winslow said: “Scandlines is proud to launch the new Absolut shop-in-shop at BorderShop Puttgarden. As a company, we are constantly seeking to bring pioneering experiences to our customers, and it has been a pleasure to work closely with Pernod Ricard Global Travel retail, a company that shares this vision, to deliver such an innovative and premium space.

“The new Absolut area will provide a more immersive brand experience for customers, including product sampling and digital engagement opportunities, which we believe will capture consumer attention and prove a strong formula going forward.”