Journey through Roman fragrances at Westfield Hamburg-Überseequartier

Keyfacts

Harmonious presentation complete with Roman flair
Competition with a bottle as prize
Direct link to bricks-and-mortar retail outlet

Between modern seaport architecture and Hanseatic flair, Valentino Beauty veritably transformed Westfield Hamburg-Überseequartier into a Roman-inspired world of fragrances from 17 to 19 July. Between shades of terracotta and elegant branding, the Italian luxury brand presented its “Born in Roma” range of fragrances in a prominent location on Überseeboulevard, also featuring the “Extradose” variation launched in 2025.

When fragrance speaks for itself

Even without all the bells and whistles, the scent of Valentino in the air attracted the crowds and aroused curiosity among people of all ages. The campaign included abundant samples of the six “Born in Roma” product options. At the heart of the minimalist promotion, though, was an interactive competition enabling visitors to discover the diverse range and, with some luck, win a 10 ml bottle of one of the fragrances.

The campaign area in the middle of the Überseeboulevard used typical Roman colours.

The six variations of "Born in Roma" sport convincing features including their fresh fragrance and their elegant, high-quality perfume bottles.

After successfully taking part in the competition, these visitors can take home small bottles as well as samples and vouchers.

With around 4,500 visitors and 9,000 samples to hand out during the campaign period, the promoters had their hands full throughout.

Anyone unlucky in the competition but wanting to buy one of the "Born in Roma" fragrances anyway was able to obtain a stylish Valentino pouch in the nearby Douglas store.

No one went away empty-handed, even if a bottle remained beyond their reach. Everyone was given a small sample and a voucher for an exclusive Valentino pouch when purchasing a Valentino fragrance in the nearby Douglas shop.

1,500 visitors per day

With around 4,500 visitors to the area, nearly 9,000 samples handed out and a consistently up-beat response, the three-day event was an experience worth seeing – and, above all, worth smelling. Valentino showed how coherent brand staging can have a big impact, even on a small scale, provided it’s well thought out and executed to a high standard, as was the case here.

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When fragrance speaks for itself

1,500 visitors per day