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Coty and Heinemann Oceania host first Marc Jacobs cross-category travel retail pop-up at Sydney Airport
By bridging fashion and beauty, the activation offered a differentiated cross-category retail experience for travellers at Sydney Airport and enhanced brand storytelling for Daisy Wild Eau So Intense.
AUSTRALIA. Coty Travel Retail and Heinemann Oceania have partnered to deliver a vibrant Marc Jacobs activation at Sydney Airport, marking the brand’s first cross-category pop-up in travel retail. It launched on 6 March and is running until 5 June.
The immersive installation, developed in collaboration with the Marc Jacobs fashion house, supports the pre-launch of Marc Jacobs Daisy Wild Eau So Intense. The exclusive pop-up showcases the new fragrance alongside a curated selection of Marc Jacobs fashion pieces, reinforcing the synergy between the brand’s fragrance and fashion portfolios.
The animation offers travellers an interactive experience inspired by ‘nature’s hidden treasures’. It takes them on a multi-sensory journey that includes a spinning daisy wheel-of-fortune, a digital memory game and a bespoke photobooth alongside personalisation services.
Daisy Wild Eau So Intense debuted exclusively in travel retail on 1 March, ahead of its global domestic roll-out in early April. The Sydney activation forms part of a broader campaign that is bringing fragrance-themed animations to key international airports across the Americas, Europe and Asia Pacific.
Marc Jacobs Daisy Wild Eau So Intense is a more intense version of the original Daisy Wild scent and features a deeper olfactive profile. Created by Givaudan Perfumers Sonia Constant and Adriana Medina, the fragrance blends radiant banana blossom notes, jasmine and a warm amber base.
The bottle incorporates Marc Jacobs Daisy’s signature wildflower bouquet with orange, pink, blue, green and purple hues, complemented by playful bright-green flower stems.
The packaging – featuring a deep-green background with overgrown floral accents – reflects the fragrance’s nature-inspired aesthetic.
Coty Chief Commercial Officer Prestige Caroline Andreotti commented: “We are thrilled to celebrate the launch of Daisy Wild Eau So Intense Marc Jacobs with an incredibly exciting cross-category collaboration at Sydney Airport, fusing fragrance and fashion to provide visitors with an immersive experience.
“This activation is further testament to our focus on creating captivating ‘retailtainment’ concepts that enable travellers to interact with beloved brands and products in innovative ways.” 
