m1nd-set

Brilliant activations and phygital experience from m1nd-set client the LEGO Group in Asia Pacific! Travelers at Melbourne International Airport and Sydney International Airport can now immerse themselves in an exhilarating LEGO® F1® adventure. The LEGO Group has introduced a vibrant new collection of LEGO® F1® sets, along with exclusive travel retail activities that will enhance the journey for F1® and LEGO® enthusiasts of all ages. This launch coincides with the start of the 2025 Formula 1® season in Melbourne, Australia. Building on the successful animation at Melbourne International in 2024, LEGO Travel Retail is going further with two concurrent animations – thanks to its partnership with Heinemann Asia Pacific Pte Ltd and Lotte Duty Free Oceania. Providing an exciting atmosphere for car fans, both locations will feature a wide range of LEGO® F1® cars – from everyday models to F1 race cars. The activation at Sydney Airport will also feature a groundbreaking phygital experience, the first of its kind for LEGO Group in travel retail. This activity allows travelers to engage in friendly racing competitions by “pedaling hard” to power their LEGO® F1® vehicles.

Great news from m1nd-set client Cloetta Global Travel Retail (GTR) – part of Cloetta Group – has partnered up with m1nd-set client Lagardère Travel Retail to create bespoke confectionery activations at Zayed International Airport, Abu Dhabi, and Paris Charles de Gaulle Airport. The promotional spaces incorporate local elements unique to Abu Dhabi and Paris, as well as an opportunity for travelers to interact with the installation. More information about these creative activations in the article below from Global Travel Retail Magazine.

Thank you Harding+ for your highly appreciated positive feedback regarding the m1nd-set insights shared by Anna Marchesini and Dr. Peter Mohn during the IAADFS’ Summit of the Americas. The Harding+ strategy is an inspiration for the whole industry, which creates a win-win situation for all industry stakeholders, especially for the traveling shoppers 😊! A special thanks to Michael L. Payne and the whole IAADFS team for organizing the fantastic event in Miami.

m1nd-set is honored to be an Insights Partner at this year’s APTRA India Conference. m1nd-set Head of Business Development Anna Marchesini will upack exclusive crucial insights about Indian Travellers and Duty Free shoppers. See you soon in Mumbai! Asia Pacific Travel Retail Association

BREAKING NEWS: m1nd-set client Al Waha from Saudi Arabia is entering the Travel Retail market. Al Waha will develop luxury retail outlets in select locations carrying a variety of merchandise, including local products. In addition to duty free airport sales, Al Waha will explore ‘additional travel retail opportunities’ at land border crossings and seaports, plus airline retail. Majed Al-Assaf, Head of Consumer Goods and Retail in MENA Investments at PIF, said: “By establishing Al Waha as a national travel retail champion, PIF intends to grow the Saudi travel retail industry and further support its ambitions for the tourism sector in Saudi Arabia. Al Waha will offer a distinctive traveller experience across Saudi travel retail touch points through diverse product offerings, a duty-free operation and a superior digital customer journey. Dr. Peter Mohn Clara Susset Anna Marchesini

m1nd-set ‘s Owner and CEO Dr. Peter Mohn unpacks the relevance of experiential retail in driving customers’ satisfaction and ultimately conversion rate. The traditional association of Duty Free with a pure price advantage is diminishing, as experience in-store nowadays outranks value in driving purchases. IAADFS 2025 Summit of the Americas Miami

Aperol Spritz spicing up the cocktail reception tonight in Miami! Thanks to m1nd-set ‘s client Campari Group for the creative engagement! Dr. Peter Mohn Anna Marchesini

Educational Cruise Insights Session at the IAADFS Summit of the Americas. Engaging, informative, entertaining and insightful session organized by DFNI and m1nd-set at the Summit of Americas in Miami. 120+ delegates attended the highly anticipated workshop. Thank you to everyone attending, and for the very positive feedback. Anna Marchesini Dr. Peter Mohn Michael L. Payne Chris Madden

Wonderful Opening Cocktail Night The 2025 Summit of the Americas by the INTERNATIONAL ASSOCIATION OF AIRPORT DUTY FREE STORES INC has begun. Featured below m1nd-set’s Head of Business Development Anna Marchesini with IAADFS’s President and CEO Michael L. Payne and DFNI’s Chris Madden at the lovely evening in Miami. Dr. Peter Mohn

Duty Free shoppers on-board cruises in the Americas. DFNI and m1nd-set are co-hosting an educational session at the Summit of the Americas by the INTERNATIONAL ASSOCIATION OF AIRPORT DUTY FREE STORES INC (IAADFS) on Sunday, March 9, 2025 at 1pm. The session is called “Next Generation Growth: Charting the Future of the Cruise Sector”. The cruise sector is one of the most vibrant sectors of the travel retail industry today, with a surge in both new and repeat passengers, driven in many regions by an influx of younger, affluent travellers. Global cruise capacity is expected to grow by 10% by 2028. The Americas has long been an epicentre of the cruise market, with some predicting growth in the region will outstrip the global market up to 2030. Against this backdrop, the IAADFS presents a dedicated Cruise Workshop, looking into the travellers and shoppers who are driving growth in cruise retail, with a dedicated spotlight on younger, Gen Z travellers and how to meet their evolving demands at-sea. m1nd-set Head of Business Development Anna Marchesini will present dedicated insights into the shifting habits of cruise shoppers. Heinemann Americas Managing Director Nicola Hoeborn, Starboard SVP of Merchadising and Planning Benito Mendez, and Catherine Restrepo Gallo, Founder & CEO of SYZYGY Strategies will offer their insights into the latest development in the market, and how both brands and retailers are adapting to the new opportunities. DFNI Deputy Editor Chris Madden will moderate the session. Michael L. Payne Dr. Peter Mohn Michael Barrett Kapila Ireland