New mega-entertainment center opens in Lexington's Hamburg - Spectrum News

Armani Beauty and Gebr. Heinemann put travellers in the spotlight with a cinema-inspired ‘I Will’ pop-up at Hamburg Airport, combining multi-sensory storytelling, gamification and social media amplificationGERMANY. L’Oréal Travel Retail has partnered with Gebr. Heinemann to unveil a cinematic Armani Beauty pop-up at Hamburg Airport. The activation marks the launch of ‘I Will’, the brand’s first new masculine fragrance franchise in more than a decade. Running from 1 September to 31 October, the activation features Armani Beauty’s largest podium to date. It forms part of a wider travel retail roll-out across more than 100 airports and over 250 sites, supported by digital advertising, CRM campaigns and influencer partnerships.(Above and below) The Olfactive Discovery station combines raw material exploration with perfumer videos and audio content The Hamburg pop-up draws on the glamour of Hollywood with design elements evoking the silver screen. The experience is anchored by the fragrance’s message, “It’s not about luck, it’s about will”, with a focus on personal drive and determination.

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