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Luxury Brands Invest in Airport Pop-Ups to Reach Coveted Customer Base

Samantha Shankman

Photo Credit: Tiffany & Co.’s signature blue box will greet passengers at John F. Kennedy International Airport Terminal 4 through Valentine's Day. Bloommiami / Mark Grgurich

Skift Take

Airports are the shopping malls of modern times and one of the most effective ways for luxury brands to engage target markets worldwide.

Walk through Terminal 4 at New York JFK International Airport in the coming days and it will be hard to miss the giant Tiffany & Co. box strategically designed to disrupt your walk from check-in to gate. The signature blue box, a prominent symbol in luxury retail, directs travelers´ – specifically men’s – attention to Tiffany & Co.’s new luxury fragrance TIFFANY Eau de Parfum in the weeks leading up to Valentine´s Day. The installation, executed by design and brand consultancy Bloommiami, is just one of dozens of pop-up projects luxury retailers are launching at international airports to capitalize on the flow of traveler

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