Nice Côte d’Azur Airport rolled out the red carpet in time for its Fashion Week from 18 to 28 May 2017, for a chance to see the most beautiful pieces released from the new shops within the airport, much to the great surprise of the passengers.
What if we walk along the tarmac like we would walk along the red carpet?
This is something that crossed the minds of all passengers present in Terminal 1 on Saturday 20 May 2017, while they were watching models strolling around the departure lounge. A show worthy of the largest Fashion Week. A unique and surprising event within the airport!
A new fashion offer in the spotlight
The dates of the International Film Festival and the Monaco Grand Prix are conducive to the organisation of this type of event because they attract a large number of passengers who are responsive to the theme of glamour (fashion, beauty, luxury). This event also highlighted the arrival of new shops at the heart of Terminal 2. The Kooples, Salvatore Ferragamo, Michael Kors, Emporio Armani, Multi-Marques Luxe featuring Etro, Zilli, Zegna, Paul & Shark and Tumi, without forgetting brands such as Fragonard, SoNice-L’Occitane en Provence and Fnac, which only opened a few weeks ago.
Côte d’Azur bloggers enhance the collections
They are called Céline, Jonathan, Lola, Cathy and Lisa. They publish blogs devoted to travel, fashion and even the Côte d’Azur art of living. On 19 May 2017, these “local influencers” participated in Operation Glamour. A day dedicated to a photo shoot of these web professionals, who were pampered especially for the occasion. With their make-up done and hair styled, they wore outfits selected from the airport shops thanks to the wise advice of a stylist.
A temporary event extended by numerous relays
While Operation Glamour was marked by three days of events within the terminals, with two days of photo shoots in Terminal 1 amongst the passengers, followed by a day for the show, the event was extended for the unfortunate passengers who would have missed out.
Creating an inspirational lookbook was a great achievement! More than 50 looks, sourced from the airport shops and photographed in a temporary studio followed by going “live” on the page for 2 days.
The shows were also broadcast on giant screens within the terminals. From a digital perspective, and besides the show being broadcast on Facebook Live, an falsemediumwhiteevents website allows passengers to find out more about the looks, what happens backstage and the bloggers who attended.
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Nice Côte d'Azur is France's second busiest airport after Paris, with 12.4 million passengers in 2016, 111 direct destinations and 61 scheduled airlines serving 38 countries. Outside Paris, it is also the only French airport to offer daily flights to New York and Dubai. www.nice.aeroport.fr The Aéroports de la Côte d’Azur Group manages Nice Côte d'Azur, Cannes Mandelieu and Golfe de Saint-Tropez airports and is ranked second in Europe in terms of business air traffic. Europe's leading group in 2016 for business aviation ground handling through its Sky Valet brand, it also operates at Paris-Le Bourget, across Spain and in Portugal. falsemediumwhitewww.skyvalet.com