GLOBAL TRAVEL RETAILT H I R D E D I T I O N

Experts in airside brand delivery, HRG has built its reputation on successfully ‘landing’ first-class retail activations – imaginatively, consistently, safely and globally.

We have tackled some of the most complex brand projects, in the busiest airports in the world. It gives us the experience to help understand the challenges you face, keep pace with change and deliver real value.

Managing every aspect of the journey from design development and retailer approval to overseeing all aspects of airside installation, and eventual disassembly, we are a trusted partner to many leading global brands in Duty Free. Quite simply, we deliver inspirational retail environments

that improve shopper engagement and push brand performance sky-high.

INSPIRED TRAVEL RETAIL

PART OF THE ALTAVIA GROUP

GLOBAL ACTIVATION

Global Marketing Communications Business. Business Units in 26 countries in Europe and Asia across 41 sites.

Over 1300 employees. €621 million turnover in 2014.

Activating campaigns in airports around the globe.Experience in Alcohol, Health and Beauty and Confectionery.

EUROPEAMERICAS MIDDLE EAST/INDIA ASIA PACIFIC

RESEARCH& INSIGHTSPOINT OF

PURCHASE

GLOBALSOURCING

SALESACTIVATION

DIGITALSERVICES

GUIDELINES &REGULATIONS

EXPERIENTIALMARKETING

CONCEPTDESIGN

INSTALLATION& BUILD

PLANNING &APPROVALS

SEAMLESS EXPERTISE

WORKING WITH SOME OF THE WORLD’S LEADING LUXURY BRANDS

To create a themed area in William Grant’s pop-up space at Dublin airport to promote its new Cider Cask, at the same time creating a buzz around Irish whiskey on St Patrick’s Day

We used existing furniture to create a real slice of Dublin, reproducing a bustling street environment in a fairly small space

Dublin Airport, Europe

Staff took customers’ photos on a blank white screen with a Polaroid camera, before printing it and placing it within their very own Tullamore Dew branded passport

SNAP HAPPY

Brief

Implementation

Location

CustomerEngagement

Passengers travelling through Dublin airport were treated to a taste of the real Dublin, complete with a street busker, lamppost-mounted speaker and props. They were invited to pose for photos, which they could then keep in their specially branded ‘passport’. We also incorporated graphics to promote a new line, Tullamore Dew Cider Cask. The finished install caused quite a stir and got plenty of press coverage.

THE GLOBAL LANGUAGE OF CHOCOLATE

To create an outstanding retail display capturing the brand essence of Smarties, Swiss and KitKat, incorporating the overarching spirit of Nestlé

We used holiday-themed concepts to display the merchandise in a fun, clear and easy-to-shop way

Milan Airport, Europe

Our impactful displays really stood out in the busy travel retail environment

Brief

Implementation Location

CustomerEngagement

We were asked to come up with creative, eye-catching concepts for Nestlé’s Smarties, KitKat and Swiss brands at Milan Airport. Our ‘Fly away with Smarties’ display captured the lighthearted essence of the brand, while our ‘What’s your favourite Break?’ KitKat display featured an oh-so-stylish hat and sunglasses adorning the chocolate bar. And we really flew the flag for the high-end

Swiss brand with a display concept as sophisticated as the products themselves.

To update the retail space in an innovative, eye catching way

We took care of everything from production to installation

Paris, Europe

We proposed a personalised luggage tagging concept as a gift with purchase for the Balvenie space

A DASH OF FRENCH GLAMOUR

Brief

Implementation

Location

CustomerEngagement

Constantly innovating and creating comes as second nature to us. Which is good, as William Grant expect big things from our twice-yearly installations for their event spaces. Our idea for this project was to add a little bespoke luxury to customers’ purchases, giving them the chance to get a personalised leather luggage tag when they bought from the Balvenie range. This meant sourcing all the equipment to carry this out at the airport. Talk about sending customers on a rewarding journey of discovery.

Estée Lauder needed a temporary place holder while their new concessionstand was built and installed, and they needed it fast

We created a range of furniture to fit around existing units. Even though these were temporary it was important to reflect the premium brand through a high-quality finish

Heathrow T5, Europe

The luxurious displays and consultation table gave Duty Free shoppers a pleasant environment to shop and browse

MAKEOVER CHALLENGE

Brief

Implementation

Location

CustomerEngagement

Estée Lauder approached us to put up temporary fixtures in their space in Heathrow Terminal 5. The initial brief was to refurbish existing furniture, but on closer inspection, much of it was damaged. So we built new wall shrouds to fit around existing units, refurbished a freestanding display unit and built two new freestanding units and a consultation table. All in one week. Even though it was only temporary, there was no departure from the brand’s premium feel.

We steered the whole creative look and feel of the spaces, devising wall cladding for the back wall of the departures section to hide existing shelving with low stock

Delhi, India

Great graphics and clever coverage made sure all eyes were on the brand

OUR COVER STORY…

Brief

Implementation

Location

CustomerEngagement

We love a challenge. And this one got our creative juices flowing. William Grant wanted to showcase its products, but the spaces available were very stock heavy and they didn’t have enough product to fill it. What to do? Well we put our thinking caps on and our ears to the wall… and decided to devise some cladding for the back of the departures section to cover some low-stock areas. Plus we added some attention-grabbing graphics to really get passengers into the spirit of things. Pun intended.

We had an open brief with this project. Our client, William Grant, gave us the space in which we had to work with, and explained which brands we had to showcase along with a couple of previous promotional images for inspiration

Maxxium wanted to update its existing space within Scandlines Bordershop,and asked us to overhaul its Famous Grouse and Highland Park areas

We built and refitted the concession area, creating the promotional space for Highland Park. Our challenge was to make sure all fixtures were highly durable, to prevent damage by bumping trolleys

Scandlines Bordershop, Europe

For Famous Grouse, we created a green-screen technology to superimpose customers’ images onto a famous background. This was then printed and placed onto their bottle

OLD BRAND, NEW TRICKS

Brief

Implementation

Location

CustomerEngagement

Updating and refreshing the Famous Grouse and Highland Park areas within the Scandlines Bordershop took some extra-inspired thinking. The bustling, demanding retail environment meant displays had to stand up to some serious shopping, so we created super durable, hardwearing fixtures. We got interactive too, deploying green-screen technology so that customers could have a moment to remember, with photos in front of famous landmarks. We’ll drink to that.

To create an inspirational environment for Estée Lauder beauticians to offertravellers the chance to test their new products

We built pillars, POS stands and a concession desk, evoking a feeling of a permanent retail environment for a short promotional period

Heathrow T5, Europe

Customers could try the new products in our high-end, premium- feel environment

A THING OF BEAUTY

Brief

Implementation

Location

CustomerEngagement

Estée Lauder were promoting the launch of two new products. Our challenge was to adapt creative designed for other channels and successfully bring it to life airside. Enter showcase focal point displays, eye-catching POS stands and a digital wall that delivered real WOW. We had to think fast, and act even faster to overcome a host of technical difficulties and get this project off the ground. The result? Let’s just say that beauty really is more than skin deep.

We were asked to create a Monkey Shoulder sanctuary in a busy travel retail environment

We carried out the entire project, from initial designs to production and installation, and over a four-week period we saw a dramatic increase in sales

Gatwick South, Europe

To help people remember their brand, Monkey Shoulder devised an activation where customers could ‘adopt a monkey’

SERIOUS MONKEY BUSINESS

Brief

Implementation

Location

CustomerEngagement

Keen to get sales swinging upwards, we were asked to come up with a new experiential platform that would put the whisky back at the forefront of customers’ minds. A site was booked within the main event area at Gatwick – the first large-scale space allocated for the campaign. To help people remember their brand, Monkey Shoulder devised a fun ‘Adopt a Monkey’ campaign. This gave us lots of scope to create an eye-catching display that would be seen by huge numbers of passengers. You could say we were shouting it from the treetops.

We were asked to create an engaging atmosphere for customers at Mumbai Airport, educating them in the taste and provenance of Glenfiddich while overcoming the airport’s strict rules surrounding tasting and sampling

As we couldn’t give out samples, we described the taste of the whisky, highlighting its provenance and heritage

Mumbai, India

We mounted a digital screen into a glorifier designed to look like the cross section of a barrel. This allowed us to educate customers on Glenfiddich whisky as they shopped, drawing them in with digital media

WATCH AND LEARN

Brief

Implementation

Location

CustomerEngagement

Give people a taste of Glenfiddich whisky and it generally sells itself. Go somewhere where giving out samples isn’t an option – like Mumbai airport – and you have to employ a bit of cunning instead. As customers couldn’t experience the tastes first hand, we decided to describe the whisky instead, with a short video explaining the provenance and the flavours they could expect to discover. Then, for an extra slice of authenticity we mounted the digital screen in the cross section of a barrel. All in a day’s work.

William Grant had secured spaces in Frankfurt and Copenhagen Airports and wanted to launch a Hendrick’s and Reyka dual activation without compromising each brand’s identity

We took key aspects from the distinctive packaging of both brands, creating a tasting table from material resembling lava, in a nod to Reyka’s use of the Icelandic as a filtration system

Frankfurt and Copenhagen Airports, Europe

We created a campaign that was full of spirit – framing the promotion as Hendrick’s introducing the fresh new taste of Reyka Vodka

WORKING OUR DESIGN MAGIC

Brief

Implementation

Location

CustomerEngagement

Hendrick’s is famed for more than just its originality. Enjoying brand recognition around the world, William Grant wanted to use its success to introduce Reyka Vodka. As Reyka uses Icelandic lava rock as a natural filtration system we built a tasting table and storage unit made from a material resembling lava rock. This meant sourcing an authentic-looking material that would breeze through airport restrictions and wasn’t too costly. The result was a premium piece of retail furniture that perfectly reflected both brands, without compromising either. You could say: it rocked.

To celebrate Frank Sinatra’s 100th birthday, Jack Daniel’s launchedSinatra Century to mark the occasion

A swinging 60s classical bar with special fins plus a glorifier brought the whole campaign to life

Heathrow T2, T3, T4, T5 Gatwick, Europe

Customers were offered bespoke cocktails to sip while listening to previously unreleased songs recorded by Frank, played through specially designed sound showers

CELEBRATIONS IN FULL SWING

Brief

Implementation

Location

CustomerEngagement

Frank and Jack – a truly legendary combination. The only alcoholic drink Sinatra touched was Jack Daniel’s. We helped launch Sinatra Century to say ‘Happy birthday Frank’ in a way the man himself would have approved of. We helped travellers raise a glass to Ol’ Blue Eyes by bringing Heathrow and Gatwick in on the celebrations, complete with specially branded Sinatra Century bars and tasting tables to add to the revelry. Yep, we did it our way.

A WELCOME DEPARTURE

Brief

To produce creative concepts for the KitKat breaker campaign, with customer offers acting as an incentive to purchase

Implementation

Our beach bar concept was the winner, landing Nestle the opportunity

Location

Changi, Singapore

CustomerEngagement

We designed three free beach towels that allowed customers to choose which type of holiday best reflected their personality

We wanted KitKat’s Duty Free presence at Changi Airport to reflect its fun, lively, colourful brand. Travellers were treated to an extra-special break, thanks to our themed beach bar, with sunloungers to recline on and branded goodies displayed on surfboard gondolas. Chocoholics could enjoy a delicious KitKat smoothie, and our super sampling stand featured not one but four different flavours, giving holidaymakers the chance to enjoy a tasty treat and a well-earned break.

To create a design that would not only showcase the Glenfiddich rangebut highlight its provenance

Working to an extremely tight timescale, we liaised with a local agency to turn our designs into reality

Brisbane, Pacific

We educated customers about the provenance of the product in an eye-catching, unique way

A PERFECT HERITAGE

Brief

Implementation

Location

CustomerEngagement

Showcase the Glenfiddich range at the same time as educating customers about its heritage? No problem. Do it in next to no time? No problem. Our window display showed off the range to best effect, capturing passing customers’ attention quickly and easily. It also detailed the beverage’s Speyside origins… the perfect partnership of past and present. We’ll raise a glass to that.

HRG (UK) Ltd

Mercury House

8 Sandy Way, Grange Park

Northampton NN4 5EJ

United Kingdom

+44 (0)1604 703200 enquiries@hrg.co.uk hrg.co.uk

All Copyright, Registered and Unregistered Design Rights and other intellectual property rights, including patents, apply to the articles shown in this document/presentation are the property of HRG (UK) Ltd. The design(s) shown must not be copied, manufactured or otherwise reproduced without the prior written consent of HRG (UK) Ltd. © HRG

© Copyright HRG (UK) Ltd, a member of Altavia Group.