Retail / news
Moët & Chandon brings Formula 1 podium experience to Madrid airport with Avolta
Moët Hennessy Travel Retail and Avolta have opened the first Moët & Chandon x Formula 1 activation in global travel retail, a pop-up at Adolfo Suárez Madrid–Barajas Airport that runs through the end of September.
The activation occupies more than 20 square metres in Terminal 4 Satellite at the Spanish hub, where it has been running since 29 July. It is billed as an exclusive avant-première for the travel-retail channel.
The space marks ten years of the Champagne house's global partnership with Formula 1, translating the race weekend atmosphere into an airport setting. A replica Formula 1 podium lets travellers stage their own winner's celebration before boarding.
Brand Ambassadors dressed in Formula 1-inspired race suits staff the activation and offer grooming services, while a dedicated sampling bar pours tastes of Moët & Chandon for passing passengers.
Shoppers can also collect gifts-with-purchase, among them a branded cap and Formula 1-themed pins.
The pop-up was timed to coincide with the Formula 1 Spanish Grand Prix in Madrid, held from 11 to 13 September, to maximise visibility during the race period.