Quintessentially British fragrance brand Penhaligon’s approached Collide UK to help them ‘takeover’ the Heathrow Terminal 5 check-in area. The brief was to deliver two striking displays, one at each end of the cavernous space, to drive customers to Penhaligon’s airport boutique and increase brand awareness. The concept leaned into the brand’s Holiday campaign, including a giant Christmas tree, wrapped gifts, and tapping into the campaign’s Ski imagery, with a nod to fun Christmas Jumpers.
THE PROBLEM
Delivering installations of this scale – each being 3m diameter x 5m high – within Heathrow’s highly regulated environment presented unique challenges. All materials used needed to pass strict fire certification requirements, in addition to restrictions due to how they would respond in the event of a bomb blast!
THE APPROACH
Our team’s years of experience and knowledge of materials was crucial in delivering displays that stayed true to the brief. We worked closely with the client and Heathrow airport – requiring dozens of meetings and many hours of project management – to overcome numerous safety and compliance requirements. A willingness to pivot and look at alternative solutions was also key to a successful conclusion.
THE RESULT
A striking giant Christmas tree perched atop a ski gondola, a key icon from Penhaligon’s Holiday campaign. Festive details came to life through wrapped gifts and tree elements inspired by Christmas Jumper patterns, seamlessly tying into the brand’s seasonal storytelling. A beautifully executed activation that elevates the Penhaligon’s brand and draws travelers into their airport boutique.
