Cloetta has rolled out the revitalization of Dubai's popular tax-free The Jelly Bean Factory.
The space, launched in a partnership with King of Reach by B&S, is the first from a brand that features a digital AR photo booth. Meanwhile, the activation design is based on Dubai's local architecture, creating novelty and engagement for shoppers.
Jelly Bean Factory is the “hero” of Cloetta's travel retail offer, with the Dubai version being enhanced with “All Purple Burj Al Arab Display” and is inspired by the Dubai skyline. This is supported by the BestSellers display and a new photo booth.
Jana Stroop, Global Travel Retail Manager at Cloetta GTR, explained: “This revitalization at Dubai International Airport directly responds to the expectations of evolving travelers. Today's travelers are looking for a joyous, shareable experience that goes beyond traditional retailers.
“By combining interactive installations with digital tools, Cloetta GTR is a growing demand for experiential retail and social media-friendly moments. This activation supports an upward trend in personalization and local relevance, where each activation is tailored to its location.”
The AR Photo Booth is a low-touch experience that allows travelers to interact with their brand by choosing theme backgrounds and selfie brand stickers.
“We look forward to hosting the revitalization of Jelly Bean Factory at Dubai Tax-Free,” said Sharon Beacham, Senior Vice President of Dubai Tax-Free Purchases.
“It's a fun and eye-catching experience that brings something fresh and engaging to the retail space. Travelers are always looking for something memorable, and this activation offers just that. We are proud to support such a creative brand experience at Dubai International Airport.”
This activation is the latest in the partnership between Cloetta GTR and King of Reach By B&S, which will help the brand expand its footprint in the global market.
Paul Cook, tax-free and travel retailer, Paul Cook, by B&S directors in the Middle East, Africa and Asia-Pacific, added:
The AR Photobooth concept is expected to be rolled out to more travel retailers around the world during the year.
