Brought Baileys’ Luxury Mischief to life in global travel retail, transforming the ATL visual into immersive, playful in-store experiences that elevated the brand as a premium, memorable treat.
Adapting the ATL idea for Global Travel Retail
The ATL key visual was our springboard. To translate it into GTR, we brought the concept forward—literally—turning it into something tactile, playful and beautifully premium.
The arch from the hero image was elevated into a simple yet elegant physical feature that framed the visual, accented with subtle flecks of gold to add warmth and luxury. Feathers—originally hidden within the pillow-fight moment—were pulled out and celebrated as a design detail, adding softness, movement and a sense of mischief. A touch of festive sparkle nodded to the Christmas trading period, without ever tipping into excess.
Together, these elements created a rich visual language we could flex across multiple GTR touchpoints—giving shoppers things to notice, touch and explore, while keeping the experience unmistakably Baileys. Explore the executions below!
The ATL key visual was our springboard. To translate it into GTR, we brought the concept forward—literally—turning it into something tactile, playful and beautifully premium.
The arch from the hero image was elevated into a simple yet elegant physical feature that framed the visual, accented with subtle flecks of gold to add warmth and luxury. Feathers—originally hidden within the pillow-fight moment—were pulled out and celebrated as a design detail, adding softness, movement and a sense of mischief. A touch of festive sparkle nodded to the Christmas trading period, without ever tipping into excess.
Together, these elements created a rich visual language we could flex across multiple GTR touchpoints—giving shoppers things to notice, touch and explore, while keeping the experience unmistakably Baileys. Explore the executions below!
The ATL
Our build on the ATL
Baileys Luxury Mischief Dome - Premium Product Glorifier
A premium global travel retail concept that elevates Baileys into a striking display. The iconic bottle is showcased beneath a glass dome and sculptural 3D paper arch, combining craft, theatre and luxury detail. Designed to stop travellers in their tracks, the piece uses refined materials, dramatic lighting and layered storytelling to create a memorable, indulgent brand moment that feels both playful and exquisitely crafted.
Gold Standard Display
A bold, free-standing Global Travel Retail unit designed to elevate Baileys to icon status. Crafted with sculptural arches, refined gold detailing and a hero glass-dome centrepiece, the display delivered instant premium impact from every angle. Rich materials, soft illumination and meticulous finishing created a luxurious, collectable moment—turning a bottle into a destination and setting a true gold standard for in-store theatre.
Social-First Luxury Moment
A shareable, camera-led experience designed to turn a fleeting GTR moment into social currency. By framing the Baileys installation through a guest’s phone, the activation puts the brand at the heart of an Instagram-ready post—elevating presence, encouraging organic sharing, and extending the experience far beyond the airport.
Baileys Gift Tag - Premium GTR Detail
A refined, tactile label experience designed to elevate the Baileys ritual at point of purchase. Embossed front and back panels frame elegant serve suggestions at the centre, bringing craftsmanship, indulgence and clarity together in a premium, highly giftable execution that feels as luxurious as the product itself.
A refined, tactile label experience designed to elevate the Baileys ritual at point of purchase. Embossed front and back panels frame elegant serve suggestions at the centre, bringing craftsmanship, indulgence and clarity together in a premium, highly giftable execution that feels as luxurious as the product itself.
The GTR Flagship Experience
The culminating Global Travel Retail experience for Baileys.
A statement-making environment that unified campaign storytelling into one immersive, indulgent moment.
A statement-making environment that unified campaign storytelling into one immersive, indulgent moment.
