Travel retail has evolved into a true destination – an immersive, editorialized space where travelers engage, discover and connect with brands beyond transaction. No longer limited to purchase, these environments now blend storytelling, emotion and innovation to create memorable experiences. Through curated activations, scenography and brand collaborations, terminals have become vibrant retail stages that rival the world’s most iconic shopping destinations. This new model celebrates desire and discovery, positioning travel retail as a leading force in redefining how luxury, culture and commerce converge within the airport ecosystem. Highlights of this presentation include Extime Travel retail use cases with experiential activations (Sol de Janeiro, Playtime summer highlight).

• Travel retail is no longer about selling products; it's about telling stories that connect travelers emotionally to brands and places
• By blending culture, creativity and commerce, travel retail turns airports from transit hubs into cultural stages
• The future of travel retail lies in experience design, powered by creativity and brand collaboration