Issue 37 - December 2020
Ice Shop Installation in St. Petersburg´s Pulkovo Airport
Earlier this year in September, APC Group unveiled a complex 38.5m2 installation for Baikal Vodka in Dufry´s main airside duty-free store at St. Petersburg’s Pulkovo Airport.
The Baikal Ice Shop evokes Siberia’s Lake Baikal, from which the water for the vodka is drawn. All Baikal vodka products use water gathered from a depth of 400-500m in the Baikal Lake, known as the ‘Pearl of Siberia’ and the world’s deepest and largest freshwater lake by volume. Baikal ultra-premium vodkas claim the water used in its elaboration have unique properties, distinguished by a constant composition and oxygen saturation, plus ultra-light mineralization. This composition and the triple distillation give the Baikal Vodka products its extreme smoothness and appeal.
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Beyond targeting sales growth, this special activation aims to educate consumers about the history of the Baikal Lake and its water – one of the main distinguishing elements of this vodka – by using trained sales consultants and special imagery representing the Siberian lake. The latter was achieved with the central digital element of the installation: a 65-inch monitor in the activation´s bar area featuring real footage of Baikal Lake that helped immerse travelers in the magic of the lake and highlight the natural origin of the product.
