DUFRY Next Generation Duty Free Lounge Project In Melbourne

The grand opening launch for Dufry's ‘New Generation’ Melbourne Duty Free store

Imaginar created the original content for the grand opening launch for its expanded ‘New Generation’ Melbourne Duty Free store at Melbourne Airport’s Terminal 2. The 2,743sq m walk-through outlet is 30% larger than the previous outlet and is the second of its new generation concept stores. The ribbon-cutting ceremony was hosted by Dufry Group CEO Julian Diaz, José Antonio Gea, COO, Dufry, Andrea Belardini, Divisional CEO, Dufry and Ken Tse General Manager, Dufry Australia – in addition with Melbourne Airport’s CEO, Lyell Strambi and the airport’s Retail CEO Andrew

Concept Creation

The creative team a Imaginar came up with the original concept and vision of how ‘all media’ ‘should’  be created and displayed on the all new ‘next generation’ discreet advertising screens installed around the ‘new generation’ Melbourne Duty free lounge. The concept was born from a core design idea of ‘complete immersion’ and creating ‘a sense of theatre’. We developed a unique way to create large format video content that seamlessly connected to every screen located around the duty-free lounge, creating a connected visual experience and at certain positions within the lounge the video could appear as one complete animated canvas across all of the screens to create the illusion of the media content hanging in space.

We have been working with our friends at Holovis who are responsible for managing the scheduling of the content live to the screens in the duty free lounge in Melbourne for Dufry. This means we have a smooth pipeline in place where we  are able to react very quickly to any client request and and take care of the whole production from start to finish in very short time scales.

If you want to find out more about how we can help you with making content for this location or any other duty free lounge around the world then please don’t hesitate to contact us directly on +44 (0) 207 042 9994 or via email at info@imaginar.co.uk and would be happy to help.

Sense Of Place 'Morning' Animation

Sense Of Place 'Afternoon' Animation

Sense Of Place 'Evening' Animation

Sense of Place 'Jewels' Animation

Sense of Place 'Underwater' Animation