The challenge: create an experience, not just a shop

The project required more than a standard approach to retail communication. The key challenge was to create a campaign that would:

• capture passengers’ attention in a fast-moving airport environment
• encourage them to pause before departure
• turn a quick purchase into an engaging experience

It was equally important to root the space in its local context, helping it stand out against global travel retail standards while telling an authentic story about the city.

The approach: the journey begins before take-off

The starting point was the idea thatthe journey does not begin on the aircraft. It begins at the airport.
This insight shaped a communication concept that transforms the duty-free area into an opportunity to discover Poznań, its symbols, flavours and history.
Customers are no longer simply shoppers. They become explorers moving through a space filled with inspiration and local references.
At the heart of the campaign is a story built around the Poznań goats, one of the city’s most recognisable symbols, guiding visitors through the zone and encouraging interaction.

The solution: a consistent experience at every stage

The concept was translated into a layered experience accompanying passengers from airport entry to boarding:

• visual communication guiding customers through the space
• journey-themed materials, including maps and boarding passes with discounts
• signage and in-store storytelling that turn shopping into exploration
• interactive elements and activations encouraging participation

The campaign line „Take Poznań with You”expresses the idea of taking a piece of the city with you through products, emotions and memories. The experience also extends into the food zone, where local flavours and regional language add another layer of authenticity and memorability.

The result: retail that creates emotion and lasting memories

The result is a space that does more than sell. It engages passengers and remains in their memory.
More than1.2 million interactions during the first 12 monthsshow that the new zone successfully attracts attention and encourages customers to pause before departure. The project combines global retail standards with a strong local identity, creating a coherent, intuitive and appealing experience for today’s traveller.

The solution: a digital experience designed at scale

A key part of the project was an extensive digital layer that connected the entire experience and gave the space a dynamic, contemporary character.
SimpliCity designed and prepared a comprehensive content system for digital media, from standard screens to large-format surfaces guiding customers throughout the store.
A particular challenge was the monumental panoramic screens extending across a significant part of the retail space. We created dedicated formats and a visual narrative that communicates the brand story clearly and seamlessly across the entire interior.
The scale and variety of the media required a content system that was both consistent and flexible, ensuring coherent communication regardless of format, proportions or placement.
The production files reached several hundred gigabytes, requiring precise planning, optimisation and close cooperation between creative and technical teams.
The result is a digital environment that supports sales while creating an immersive and coherent experience visible and tangible at every step.

Expert comment

(Krystian Hadyniak, Creative Director)

The greatest challenge was designing an experience for a highly specific environment that is fast, intense and full of competing stimuli. Finding the right balance between clear communication and visual appeal was essential.
We chose an approach based on storytelling and local context, giving the space a distinctive character and customers a genuine reason to stop.
The outcome is not only an attractive and functional space, but above all an experience that stays with passengers long after their journey.