Brands install large-scale product exhibitions in high-traffic terminals
Implications - Aiming to monopolize consumer attention while they are in transit, brands are turning to large-scale product showrooms located in airport terminals as a means of brand-building. Given that terminal-bound travelers often have browsing time to spare, the showroom model works particularly well in introducing product offerings to consumers in elaborate, memorable settings that are likely to resonate.
Workshop Question - What can your brand do to tap into that on-the-go consumer experience?
Trend Themes
1. Brand Immersive Installations - Brands are creating large-scale product showrooms in airport terminals as a means of brand-building and introducing product offerings to consumers in elaborate, memorable settings.
2. Airport Automotive Dealerships - Large branded spaces like the Mercedes-Benz shop in Haneda are proving popular ways to get travelers to explore new places and products while they have excess time on their hands.
3. Innovative Product Exhibition Installations - Exhibitions such as the toilet exhibit at Narita Airport by TOTO are attention-grabbing and help in the selling of innovative but expensive products outside of the country.
Industry Implications
1. Luxury Fragrance - Brands like Dior are creating immersive installations like the Pink Garden at Doha Airport to celebrate the launch of their latest luxury fragrance range.
2. Automotive - Large branded spaces like the Mercedes-Benz shop at Haneda Airport in Japan are becoming popular ways for automotive companies to promote their brand and reach new customers.
3. Sustainability and Water Conservation - Awareness activations such as WWF's Journey of Water installation at King Shaka International Airport are used to inform the public about the need for water conservation.
