← Thinking Pink: Bringing Valentino Beauty to life in GTR
DUBAI
When working with the world’s most iconic luxury brands, flawless execution isn’t optional, it’s expected.
In Global Travel Retail, impact is everything, especially in the world’s second-busiest airport, Dubai DXB, with annual traffic of over 92.3 million in 2024 alone. With immense footfall and high-value shoppers, Dubai Airport is a strategic priority for prestige beauty brands, presenting an opportunity to attract and captivate travellers.
Bringing its latest fragrance, Born in Roma Extradose, to life through a series of show-stopping multi-location activations, Valentino Beauty required an experienced team with an eye for detail, and a deep understanding of airport rules and regulations.
The GTR pre-launch activation, designed by Valentino Beauty, focussed on product trial and creating memories, offering the opportunity for the immersive scent experience to be shared to create wider global amplification.
Central to the design was the unmistakable Valentino pink, a signature brand element that needed to shine with total consistency across various surfaces and finishes. Matching this vibrant shade to the bottle design required a specialist approach. A unique multi-layered paint technique was perfected, carefully calibrated to deliver an even, luminous colour across every inch of the display.
Detail that makes the difference
Beyond paintwork, the pink woven texture was integral to the concept. Whether on printed vinyl or UV-printed acrylic, sophisticated production methods ensured tonal consistency across all materials, maintaining a cohesive aesthetic throughout.
But this activation went further than visual impact. Understanding the value of social amplification in travel retail, a branded photo booth was built into the display. Travellers could capture and print or email customised Valentino-branded photos, creating personal mementos and extending the brand experience far beyond the terminal.
In a competitive airport retail space, this campaign stood out, not just for its vibrant design, but for the craftsmanship, consistency and phenomenal global reach it achieved.
Our teams produced and installed a bold, immersive experience to command attention and amplify brand presence across four prime locations within the airport terminals.
The collaboration between Valley and Craftsman provides brands with access to a wealth of expertise derived from extensive industry experience. Holding import and export perfume licenses, we facilitate clients in creating cosmetic promotional displays for both airside and landside locations in International Airports across the Middle East and South West Asia.
Leveraging our expansive manufacturing capabilities across the EMEA region, we offer comprehensive services, spanning creative design, manufacturing, and premium installation, enabling brands to reach global audiences seamlessly.
