DIOR – Promotional Christmas Trees in Heathrow

Our specialised travel retail team worked in partnership with LVMH Paris to develop and manufacture these radiant golden trees, adorning London’s Heathrow Airport terminals. Among them, two magnificent 7-meter-tall versions proudly stand at Terminal 5. The meticulous assembly process involved arranging detailed hand-cut white and gold flowers, intertwined with lace, coupled with glowing emblems showcasing Dior products. Together, these elements seamlessly come together to form a visually stunning centerpiece that captivates the festive spirit, adding a touch of glamour and elegance to Heathrow’s holiday season.

The Client Challenge

DIOR required high-impact, festive visual merchandising displays to be installed in every terminal at Heathrow simultaneously. The displays needed to create a sense of holiday joy and emotional warmth for millions of departing and arriving travellers during the busy Christmas season.

Edge Retail’s Integrated Solution

We provided full design, fabrication, and installation. Our design team developed the festive concept, ensuring the displays offered a delightful and festive distraction for passengers. Our specialist installation team managed the complex, time-critical, multi-terminal rollout, guaranteeing that the festive spirit was visible across the entire airport ecosystem instantly.

Impact and Results

The festive displays successfully transformed the airport environment, injecting a sense of joy and celebration that dramatically increased brand visibility for DIOR. The project proved how large-scale, beautiful installations can positively influence the emotional state and purchasing behaviour of busy travellers.