Puig and Attenza Duty Free have collaborated to unveil a new Paco Rabanne retailtainment concept, ‘Paco Market’ at Tocumen International Airport in Panama.

The pop-up is located adjacent to Attenza’s main duty free store and aims to attract the airport’s large number of transit passengers. The promotion opened on 1 November and will run for three months. It showcases the Paco Rabanne Invictus/Olympéa, Million and XS universes.

The pop-up aims to capitalise on Tocumen Airport’s more than 7.5 million passengers annually, 75% of whom are in transit

Paco Market includes vending machine-style retail furniture; a check-out conveyor belt fragrance bar; grocery baskets featuring Paco Rabanne fragrances; and fashion mannequins. The promotion also features a large digital screen and a selfie station which invites shoppers to share photos on social media via #PacoMarket and by tagging @PacoRabanneParfums.

Two beauty advisors are on hand to guide shoppers through the experience and help with product advice.

Paco Market features a number of retail elements which create a playful take on the world of retail and showcase the brand’s ‘bold’ spirit

Travellers are offered a Paco Market scratch card with the opportunity to win fragrance samples and Paco Rabanne gift packs. The activation is supported by display advertising around the airport and geo-localised Instagram and Facebook posts to drive traffic to the pop-up.

Puig Global Travel Retail Managing Director Antoine Lafourcade said: “The Paco Market concept encapsulates the bold and playful spirit for which Paco Rabanne has become renowned in the travel retail channel.

“Tocumen is a strategic location and a dynamic environment catering to a large and diverse regional passenger mix. Such a location provides a wealth of opportunities to showcase the Paco Rabanne brand through our retailtainment activities.”