Disney and World Duty Free partner for Star Wars experience

World Duty Free, in collaboration with Disney, is staging an experiential activation at Gatwick Airport, ahead of the release of the film 'Rogue One: A Star Wars Story'.

World Duty Free hosts activation for 'Rogue One: A Star Wars Story'
World Duty Free hosts activation for 'Rogue One: A Star Wars Story'

The experience launched on 23 November and is spread across the airport so travellers can experience the event at each touch point of their journey.

The walkways from main car parks display floor to ceiling graphics from the new film and guests inside the airport's south terminal can discover the costumes of, as well as interact and take photos with, the five main characters in the movie. Visitors are also able to witness a digital glimpse of the film with the installation of a virtual reality (VR) experience in the World Duty Free store. 

After donning a VR helmet, guests find themselves fully immersed in a Star Wars world, with the opportunity to experience the film before its release in cinemas on 15 December. In addition, customers can discover travel-exclusive Star Wars fragrance and Lego sets.

Eugenio Andrades, divisional CEO UK, Central and Eastern Europe at Dufry, World Duty Free's parent company, said: "As the leading global travel retailer, our goal is to give our customers newness, exclusivity and memorable experiences and products. This activation more than delivers against all these objectives.  It also demonstrates the scale of reach we can deliver to brand partners such as Disney and Lucasfilm and the value of being able to directly target a truly international audience in the airport environment."

Gatwick Airport's chief executive Stewart Wingate added "We are delighted to be hosting this unique in terminal experience alongside Disney and World Duty Free. Gatwick is always looking for ways to enhance our passengers' journeys and in bringing this interactive experience from the globally recognised Star Wars film franchise to our international customer base, we look forward to getting their journeys off to an exciting start."

The activation will remain open until 17 January 2017.

Earlier this month, the O2 launched a 'Star Wars Identities' Exhibition. During summer, Harrods teamed up with Disney to stage an interactive Star Wars gallery.

For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, register and subscribe to Event and our bulletins.

Follow @HannahLEllison1