The best store, marketing campaign and product in travel-retail from the eyewear category have been revealed at the DFNI Product Awards.Best New Store
Winner – Kappé International sunglasses shop at Amsterdam Schiphol airport, Kappé International
Kappé, a veteran retailer at the famous Dutch airport, followed up its award-winning sunglasses concept in the See, Buy, Fly airside duty-free area at Amsterdam Schiphol airport Lounge 2 with a new shop in Lounge 1A. Featuring an elegant and restrained design primarily in white with futuristic touches in the angular finish of fittings and fixture, the 67sq m shop allows significant space to be dedicated to a wide range of brands with over 1,000 models on display, including space to display models arranged by brand. Topped of with sleek LG Hi-macs, UV-edged glass and copper finishing, the store provides salubrious surrounds for its stylish eyewear offer that includes top luxury brands. A real-time inventory management system means that stock always remains on trend. Already recognised by the eyewear industry as a winning formula, we can only heartily endorse that Kappé is, indeed, a winner with its newest sunglasses shop.
Highly Commended – Scorpio Worldwide Inflight’s SuperDry eyewear, Scorpio Worldwide
Scorpio Worldwide achieved the inflight equivalent of a spectacular new store opening with its extended cooperation with SuperDry, extending the offer to those who didn’t have time to buy before boarding with SuperDry’s best-selling designs and colours, and an more extensive range rolled out over the course of the year. Combining the premium lifestyle brand with an impressive global footprint with inflight has proven extremely successful, mostly likely because of its convenience and appeal to passengers.
Highly Commended – Sunglass Hut at Singapore Changi Airport T4, Luxottica
When a winning eyewear multi-brand store formula takes up residence in the year’s most eagerly awaited airport retail destination, you know a lot of shoppers are going to be pleased. Sunglass Hut’s elegant manifestation at Changi doesn’t disappoint with all those famed brands from Ray-Ban and Burberry to Dolce&Gabbana or Tory Burch.Best Marketing Campaign
Winner – Maui Jim display at Oslo airport, Gebr Heinemann
The free-standing 44-piece Maui Jim display with decorative surf board at the entrance to the sunglasses area of the store in Oslo T2 is a great example of high-impact promotion achievable in environments in which space is at a premium. Bringing a welcome promise of sun by Hawaii’s own eyewear brand to northern climes, the display also features a “polage” screen. Polage screens were developed by artists interested in using polarisation and light to make art but here are deployed to demonstrate how Maui Jim’s patented PolarizedPlus2 lens technology optimises light and colour. A winning combination of surf, sun and science to entice you into your next top look.
The display made intelligent use of polage screens
Highly Commended – Fendi, Safilo Group and DFS Group
Proving that 2017 was the year when customised Piaggios were pop-up retail’s most useful ally, Safilo Group and DFS Group partnered to highlight Fendi’s eyewear collection using a Fendi Ape truck at T Galleria by DFS, Canton Road in Hong Kong and City of Dreams in Macau. The Ape truck featured Fendi’s newest sunglasses including Can Eye, Rainbow and Hypno Shine.
Highly Commended – Tilda Swinton and Gentle Monster collaboration, Gentle Monster
The Korean eyewear brand’s collaboration with the enigmatic cult actress not only produced a special collection of suitably striking models, but, dressing the face of the vaunted actress, they also produced stunning images and video that added no end of class to social media campaigns and displays in both domestic and travel-retail settings.Best New Product
Winner – Gucci’s DFS exclusives, DFS and Kering Eyewear
Underscoring the importance of exclusives and limited editions to the channel, these two exclusive Gucci designs are available only at DFS and T Galleria by DFS locations worldwide. The oversized, sweeping gender-neutral shapes give the wearer a distinctive look: the height of fashion without following the crowd; un-ostentatious without being a shrinking violet. Intricate detailing, such as the understated mottled pattern on the frames, the gold micro studs on parts of the frames adds attention to detail. DFS and Kering have produced a fantastic product all the better for emphasising that sometimes you can only find the best stuff in the travel-retail channel.
The Gucci products underlined the importance of exclusives to the travel-retail sector
Highly Commended – Marchon eyewear, Longchamp
For Longchamp’s debut in eyewear, the first collection takes its inspiration from the sought-after bags for which the brand is best known. In a range of shapes evoking 1950s glamour, the classic palette of black, golds and tortoiseshell is offset by a fetching model in a combination of blues.
Highly Commended – p’8651, Porsche Design
Porsche Design transferred carbon fibres from their established uses in high-performance motoring to eyewear for the first time. Known for strength, resistance to corrosion and their lightness, of obvious benefit when it comes to frames. In this case, they’re also fabulously handsome and come in a range of colour options.
Click through to find out who won in the Electronics, Tobacco, Fashion/Accessories, Beauty, Confectionery, Jewellery/Watches and Liquor categories.
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