Mondelez World Travel Retail (WTR) has unveiled a golden-themed Toblerone engagement zone at Barcelona Airport, Terminal T1.

The six-month initiative is set in a premium position (in front of the cash till in an area with the highest footfall and visibility in-store) in the Barcelona Sky Centre store, recently reopened by World Duty Free Group following a major refurbishment.

The “high shine high visibility” zone features gilded gondolas and eye-catching displays, plus a circular digital screen, visible from outside the shop, showing a Toblerone Crunchy Almond trailer. Barcelona-themed sleeves inspired by architect Antoni Gaudí’ enable shoppers to customise their chosen Toblerone bar as a special souvenir.

The Toblerone zone, set up in prime position near the cash till, features gilded gondolas, eye-catching displays and a circular digital screen, visible from outside the shop

Mondelez WTR believes the shop design adds a luxury feel to the shopping experience and helps to upgrade the image of the confectionery category as a whole.

The company said that the zone is “a perfect example of Mondelez WTR’s Delighting Travelers category vision in action, drawing more shoppers in store through its appealing atmosphere, inspiring them to spend more and encouraging them to come back more often by giving them the clear signposting and fantastic brand merchandising that research shows make a difference.”

Mondelez WTR Category Marketing Manager Nicole Hatt commented: “‘It brings together all the elements needed for great initiatives anywhere in the world, from great collaboration between Mondelez WTR and our partners to a great concept and execution, while also having at its heart a uniquely local look and feel that adds even more to the shopper experience.”

World Duty Free Group Food Category Buying Manager Ivanka Arija added: “As part of our strategic development of the category, one of our key priorities was the Main Shop at Barcelona El Prat Airport. We are delighted that Mondelez WTR took the opportunity to use the premium space for confectionery to create innovative gondolas, including rotating Barcelona and Toblerone panels.

“The production of a unique Barcelona sleeve for Toblerone, fulfilling our desire to create a “˜Sense of Place’, links Barcelona and Toblerone in an engaging and exciting shopping experience,” she concluded.