The Kesslers London design team opted for a palette of Armani’s signature red and gold to match the essence of the Christmas holidays. The display featured elements such as a 1950s golden bell trolley, filled with gifts and oversize fragrance bottles, underpinning the festive theming with a distinct nod to a luxurious past. Free-standing, floating red ribbons provided a sense of movement, leading the eye through a journey of discovery, atop the luxurious Armani products on display.

Armani’s goals were to stand out against other beauty stands, and inspire shoppers to interact with their counter, as well as leave a memorable impression that would encourage loyalty and return visits – all while upholding a strong and recognisable brand image.

The display encouraged shoppers to try different Armani beauty looks, and an interactive Advent calendar that rewarded purchases left customers enthusiastic for more. These elements ensured that each visit could cultivate excitement at what a return might reveal.

The design’s features enriched the shopping experience. This festive display delivered shopper interaction, creating a bond for shoppers and solidifying Armani’s presence as a face of festive luxury in retail.