← Valentino Beauty: A dazzling takeover to captivate shoppers
GLOBAL TRAVEL RETAIL
A truly showstopping moment in Global Travel Retail is the kind of experience that stops people in their tracks. Carefully considering every detail to break through the noise of a busy airport environment, in a space where attention spans are short and foot traffic is high.
To support Valentino Beauty’s ‘Born in Roma, The Gold fragrance’ and ‘Spike Valentino lipstick’ activation in Dubai International Airport (DXB), the brand needed to create something unique.
The goal was clear, bring to life Valentino Beauty’s striking concept, creating an unforgettable expression of the brand that sparked curiosity to explore the products in the range.
The stunning takeover combined striking visuals with interactive experiences, all wrapped in a gold-drenched design inspired by Dubai’s rich cultural heritage. At the centre of the activation was the main podium, featuring a modern take on the product’s colour palette. Gold dominated the space, with satin metallic tiles covering the walls to create a sparkling, eye-catching centre piece. The entire setup was designed to draw travellers in and offer them a unique moment of escapism in the busy airport environment.
The theme of the takeover, “Valentino: Where Beauty Becomes Iconic,” brought together the brand’s timeless elegance with its edgy side, what Valentino calls edgitage, a mix of heritage and modern edge.
One of the standout features was the ASMR station, which offered shoppers a totally different way to experience the products. Wearing headphones, visitors could hear the sounds of beauty, from the click of a lipstick tube to the mist of perfume, adding a sensory layer that made the experience even more immersive.
Visually, the biggest challenge (and biggest payoff) was the shimmer wall. Custom-built with hundreds of small, square panels mounted on a gold frame, the wall moved subtly with any airflow, creating a shimmering wave effect as people walked by. Lighting was key, 3D backlit header panels, glowing visuals, and individually illuminated letters brought the whole installation to life and made it impossible to miss. The display also included a makeup counter for product trials and guided sales, plus an education zone where travellers could dive deeper into the stories behind the new launches.
This project was all about creating impact, blending luxury and innovation with interactive elements to celebrate two iconic product launches in a way that felt totally unique to Valentino Beauty. A shining example of how luxury beauty can captivate and inspire in retail.
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.
