Freedom was in the air – quite literally – at this promotion! When popular luxury brand Yves Saint Laurent placed promotional stands outside Westfield Shopping City Süd in Vienna (Austria) and Westfield Centro in Oberhausen (Germany) in December 2021, suddenly the focus of attention switched to its latest perfume named “Libre” (French for ‘free’). For three full days (four in Vienna), visitors to the malls had the opportunity to be enchanted by this beautiful fragrance.

Free-standing stalls attracted gift shoppers

The special thing was that both promotions were held in the open air. The strikingly designed stands positioned on the extensive promotion areas caught people’s eyes right from the get-go, and the golden logo – a brand recognition manager’s dream – stood out clearly against the elegant black of the structures. Highly visible posters on the roof made the promotions impossible to miss.

Even when it came to the choice of location, nothing was left to chance: in the middle of the car park right outside the high-footcount No. 5 Entrance to Westfield Shopping City South and in the busy Christmas market outside Westfield Centro, the brand reigned supreme, and anyone popping in for some Viennese retail therapy or visiting Oberhausen for the pre-Christmas sights and smells simply couldn’t avoid getting a whiff of this fragrance as they went about their business.