Paco Rabanne Millions

In the key period running up to Christmas, PUIG wanted to create an unmissable presence for it’s Paco Rabanne ‘Million’ and ‘Lady Million’ Fragrances.

Limited Space were able to offer a completely unique, media-first opportunity that saw a giant vinyl installation, measuring an impressive 274m2, applied directly to the ceiling of Bullring shopping centre, Birmingham.

Located directly above the main atrium in front of the entrance to anchor store Debenhams, Paco Rabanne’s #LetItGold campaign was instantly visible from all three shopper levels whilst being positioned in direct proximity to a premium point of purchase.

The activation is the first time an advertiser has ever placed a campaign onto ceiling space in a shopping centre, and becomes the largest media opportunity seen to date within the retail environment.

The campaign was enhanced by a collection of other high-impact media formats in additional mall locations throughout the UK including two double-sided hanging banners, each measuring 5mX3m, in Westfield Stratford and complete ownership of a large-format landscape digital screen in Manchester Arndale, complete with a full screen surround artwork wrap, ‘Ultra HD’ display and high quality audio.

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