Paco Rabanne Phantom at Heathrow T2
A shiny new site in Heathrow Terminal 2 for the launch of Paco Rabanne’s new male fragrance Phantom.
A launch megasite for Paco Rabanne’s Phantom fragrance at Heathrow Terminal 2, built with Heathrow and JCDecaux on behalf of PUIG.
The Client Challenge
PUIG needed an unmissable, interactive launch site for Phantom, a new fragrance, across the fragrance’s first month of release into airport retail — in a terminal where competing for attention is the whole problem.
Edge Retail’s Integrated Solution
We built the site around a colossal chrome UFO, its metallic canopy beaming rings of light onto polished stainless steel counters stocked with the full Phantom range. Testing was touchless throughout, using “pull and test” sampling and scenting cones rather than handled testers. Chrome robots in varying sizes carried the sci-fi theme across the site, from a wall of Phantom bottles at its centre to oversized robots on the counters and walkway, all beneath a saucer-shaped canopy and a 3-metre robot spinning on top of the UFO itself, with a Phantom floor graphic anchoring the whole footprint.
Impact and Results
The result gave Phantom a genuinely unmissable presence for its exclusive airport launch month, turning a fragrance sampling counter into a landmark travellers noticed from across the terminal.