Multi-site Heathrow activation explores fluidity of new Prada fragrance duo

Puig has partnered with World Duty Free Group (WDFG) to showcase new fragrances La Femme Prada and L’Homme Prada via digital and virtual reality promotions at London Heathrow.

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L’Homme Prada and La Femme Prada come to life in a virtual reality and digital promotion at WDFG’s contentainment space

The centrepiece of the campaign was an immersive virtual reality experience, PRADAxPRADA, at one of World Duty Free’s ‘Contentainment’ areas in T5. Through a transitional series of scenes and experiences, users determined the path they wished to take towards the reveal of the fragrances.

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“Challenging tradition”: the juices are designed to be interchangeable between sexes

The 3D space, from which different routes and experiences could be navigated, immersed the user with different textures, decors, sounds and layers which evoked the multi-faceted nature of the fragrances.

[The ad campaign featuring Mia Wasikowska, Mia Goth, Ansel Elgort and Dane DeHaan]

The main promotion was supported across London Heathow’s terminals through window and display advertising and across the entire airport’s digital network. The advertising and video campaign, which explores the “fluidity of identity”, features actresses Mia Wasikowska and Mia Goth and actors Ansel Elgort and Dane DeHaan.

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London Heathrow wears Prada: the main promotion was supported across Heathrow’s entire digital network

La Femme Prada and L’Homme Prada are presented as a “pair of equals” with the scents serving as an “olfactory map for true femininity and masculinity”. Both fragrances were developed by Daniela Roche Andrier and are designed to take the wearer on a voyage through place, memory and time, according to the brand.

The Moodie Davitt Report was the exclusive travel retail media at the launch event for La Femme Prada and L’Homme Prada, which took place in Milan last year.PRADA T5 21.10.2016 (15 of 114)

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