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rabanne brings autumn fragrance to Westfield Centro | Westfieldrise
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rabanne brings autumn fragrance to Westfield Centro

Keyfacts
  • Promoting to the max in the Mitteldom
  • Superstar-studded campaign
  • Fragrance samples in adjacent beauty stores

With leaves falling to the ground in rich colours suffused with golden light, rabanne too exuded golden flair at Westfield Centro in Oberhausen as the luxury brand presented its new women’s fragrance “rabanne Million Gold For Her” with a sparkling promotion between 30 September and 13 October.

In the Mitteldom at the heart of the shopping destination, visitors were transported into a world of glitz and glamour via a mirrored gold tunnel which exuded great appeal on the outside and offered a multi-sensory experience on the inside, with an accompanying promotion campaign featuring supermodel Gigi Hadid and with the powerful song “Pure/Honey” by Beyoncé Knowles running on oversize screens while the mirrored walls gave visitors the opportunity to experience themselves in this luxurious atmosphere. Many guests took the opportunity to take souvenir photos in a stylish photo booth.
rabanne as far as the eye could see: the company's presence permeated the entire Mitteldom.
The glamorous, golden bottle of the new women's fragrance "rabanne Million Gold For Her" was put spectacularly in centre-stage.
The photo booth was used extensively by the visitors to produce mementoes of this successful promotion.
Lots going on at the rabanne stand. Hosts of people were enchanted by what was a very multifaceted production.
With impressive banners, the brand promotion in the centre of the Mitteldom attracted the full attention of visitors.

Gold fever in the Mitteldom

Indeed, the glamour didn’t end in the tunnel, with golden details sparkling everywhere. rabanne chose to go for a striking brand presence that veritably dominated the Mitteldom, with branding on escalators and lifts – inside and out – plus branded pillars ensuring the new scent was not just smelled, but also seen. The impressive 360-degree screen “The Halo” was used as a further hook for the promo, surrounding visitors with the large-scale images of the campaign.

The fragrance itself – a sensual combination of lavender, rose and musk – truly enchanted the senses of visitors to the area who were able to obtain fragrance samples from the nearby Douglas, Sephora, Pieper and Galeria stores. The two-week campaign was a stylish and successful introduction to “rabanne Million Gold For Her”, familiarising visitors with the fragrance and winning them over with its impressive “stage presence”.

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