UK. Jo Malone London has unveiled its biggest-ever travel retail installation, called The Travelling Townhouse, at Heathrow Airport Terminal 2.
The shrunk-to-size recreation of the brand’s Georgian townhouse in London will be stationed in the T2 departures from this month until February 2019. The campaign (a collaboration with JCDecaux Airport) won’t end there. “The Heathrow placement is just the start of its exciting global journey,” said the brand company.
The Travelling Townhouse is decorated with oversized Jo Malone London gift boxes piled high. Jo Malone London is owned by The Estée Lauder Companies.
The Travelling Townhouse is also home to a new digital game. Passengers travelling through the terminal can step inside one of the oversized gift boxes and interact with the screen to identify a set of matching windows.
Upon identifying a matching set, they will receive a fragrant gift – redeemable with a qualifying purchase of £50 at the nearby Jo Malone London boutique in World Duty Free – to take with them on their travels.
Throughout the six months, passengers will also be immersed in the latest Jo Malone London launches, starting with Blossom Girls – a trio of limited-edition Colognes. This will be followed by Honeysuckle & Davana, a new floral fragrance, and the brand’s Christmas campaign.
The installation is 6 metres tall and decorated with 158 hand-crafted Jo Malone London gift boxes. A 1.6 metre bow adorns the largest box.
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