UAE. Austrian jewellery, gifting and crystal house Swarovski has partnered with Dubai Duty Free and Dubai Airports – the operator of DXB (Dubai International Airport) – to ‘plant’ an eye-catching Christmas tree at the start of the holiday season.
The showcase of festive sparkle in front of a Dubai Duty Free store at Concourse B features a four-metre tall tree made out of Swarovski crystals. It is at the centre of a pop-up installation displaying the brand’s ‘Naughty or Nice’ holiday collection as well as the Classic collection, Remix collection, and travel retail exclusives.
Dubai Duty Free Senior Vice President for Purchasing Saba Tahir said: “The Christmas display by Swarovski is a fantastic example of how we can work together to provide passengers and our customers with a special moment in their journeys this holiday season.”
Swarovski Vice President Travel Retail and Global Accounts Claudia Heskier Schioenning added: “The holidays are a brilliant time of year to come together, to dress up and to give to others. With our festive tree we capture the spirit of the season and bring it to travelling consumers while providing them with digital, instagrammable moments.”
Dubai Duty Free currently operates over 38,000sq m of retail space at DXB with annual sales set to top US$2 billion again this year, helped by a big push in the run-up to Christmas.
