London Heathrow, one of the world’s most iconic airports, is leading the way in redefining commercial partnerships through the quaternity model – an evolution beyond the traditional trinity of airport, retailer and brand. This panel brings together senior leaders from Heathrow Airport, JCDecaux, Avolta and Puig to explore how the integration of media operators into strategic collaboration frameworks is transforming both commercial performance and the passenger experience. Using the Penhaligon Activation at Heathrow as a flagship case study, the discussion will uncover how immersive, multisensory experiences – driven by close alignment of airport, retailer, brand and media – are setting new benchmarks for excellence in travel retail. Together, the panelists will explore the future of airport partnerships, where creativity, data and collaboration converge to create meaningful brand engagement and incremental non-aviation revenue.

• How the quaternity model drives higher commercial and experiential outcomes
• The critical role of OOH media in modern travel retail activations
• Case study insights: delivering successful cross-partner collaborations at London Heathrow
• How to turn iconic brand moments into revenue-generating experiences
• Strategies for scaling the quaternity model across global airport environments