Puig has put the focus on food and fun in its latest Carolina Herrera 212 VIP activation, at Barcelona Airport Terminal 1.

The activation presents the 212 product range through a number of features, ‘retailtainment’ elements and product sampling. A fragrance bar enables shoppers to charge their phones while sampling fragrances. An interactive diffuser harnesses ventilation technology to deliver a blast of different scents at the touch of a button, Puig said.

Disruptive and engaging retail: The Carolina Herrera 212 VIP activation at Barcelona Airport Terminal 1.

A fridge feature provides a “quirky and playful” selfie backdrop, while a jukebox not only allows shoppers to select and play music but also issues vouchers which can be redeemed for samples in Dufry’s adjacent main duty free store.

The concept has been designed to “evoke the unofficial home of the after-party – the kitchen”, according to Puig. It follows on from the ‘best house party ever’ theme of the 2017 Carolina Herrera 212 VIP campaign.

This year’s concept was unveiled in February and runs until the end of July 2018.

An interactive diffuser harnesses ventilation technology to deliver a blast of different scents at the touch of a button.

“212 VIP has become a distinctive and recognisable universe of the Carolina Herrera brand in travel retail, embodying the party lifestyle of fun-loving, hedonistic Millennials,” said Puig Global Travel Retail Managing Director Antoine Lafourcade.

“Inspired by the #foodporn craze which has swept through social media, this media site activation at Barcelona delivers a disruptive and engaging retail experience perfectly tailored to 212 VIP’s target audience. It’s another example of the retail theatre and innovation that is the hallmark of Puig.”