Facing increased competition in travel retail, Bvlgari activated a strategy to dominate the space with a premium display. The brief required the Bvlgari brand to impact potential passing customers and create a distinct brand palette of textures and materials that is recognisable in all duty-free sites across Oceania.
The display material pallet was conceived to have a mix of gloss, satin and matt textures to emulate the intrigue of the product packaging. The primary brand logo was always to be illuminated against the dark, satin mahogany allowing for a natural silhouette.
The campaign had an immediate, effect on sales with an astonishing 100% uplift.
The system also winning the 2018 Shop! Marketing and Retail permanent display awards.