GERMANY. Frankfurt Airport Retail (FAR), Gebr. Heinemann’s joint venture with Fraport, has partnered with fashion brand Hugo to launch a vibrant airbrush promotion at Frankfurt Airport. FAR is the operator of all duty free and travel retail shops in Frankfurt Airport.
The promotion was launched to coincide with the opening of FAR’s new fashion, accessories, watches and jewellery area. At the activation, shoppers were able to have fashion purchases personalised by well-known graffiti artist Justus Becker. The campaign, which ran from 5-7 May, featured Becker who airbrushed illustrations on t-shirts and hoodies in-store. It will be repeated in June.
The promotion was located at the entrance of the main Duty Free and Travel Retail Value Shop in Terminal 1, Pier A Schengen. The high traffic location attracted plenty of shoppers to the new store, which increased sales during the promotion period, the partners said.
“The airbrush activation was a highlight at the airport that attracted the attention of all fashion- loving passengers,” commented Frankfurt Airport Retail Managing Director Dirk Mörchen. “Creating such experiences is one of the central future tasks in travel retail. At FAR, we want to offer exciting shopping environments where there is always something new to discover.”
Frankfurt Airport Retail Managing Director Georg Fuhrmann added, “The travellers were able to look over the artist’s shoulder as he worked and then thank him personally for their individualised garments. With this campaign, we made the fashion, accessories, watches & jewellery category a very special experience for the passengers and made this shopping experience unforgettable.”
“We are pleased to have realised this special customer experience campaign together with Hugo and our joint venture FAR,” added Gebr. Heinemann Director Purchasing Fashion, Accessories and Watches Jan Richter. “It is another important building block in our strategy to create excellence in travel retail with a mix of globally sought-after brands, local highlights and product personalisation.”
Becker’s mixed-medium artworks blends different artistic styles such as graffiti, classical drawing and airbrush. His works can be seen all over Frankfurt on bridges, fences and walls and has been exhibited internationally too. Humanitarian and social issues are frequent themes in his works.
Becker designed the capital letters that form ‘HUGO’ as part of the promotion. The artwork is now being auctioned with proceeds benefitting the ‘Wings of Help – Luftfahrt ohne Grenzen e.V’ non-profit organisation. Proceeds from the auction will support the organisation’s Ukraine aid initiative.
