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T he brand-new Innovation Square promises to be an undoubted highlight of TFWA World Exhibition & Conference 2025. Spanning an impressive 400sqm and located at the very forefront of this year’s exhibition on the parvis, it is dedicated to innovation in technology, the retail experience, sustainability, and much more. Avolta – a company renowned for its innovative approach to business – is lead partner in this exciting new venture. It will operate the space, showcasing new concepts and approaches from brand partners during the daytime, welcoming delegates throughout the week. Meanwhile, two After Hours partners will host delegates and industry leaders for private by-invitation-only events in Innovation Square: • Monday 29 September, 18:00-21:00 – Lacoste Evening Event • Wednesday 1 October, 18:00-21:00 – Sterling Perfumes Evening Event Innovation Square will also host the two TFWA workshops: ‘World in flux: Travel retail amid today’s geopolitical realities’ on Tuesday from 08:00 to 09:00, and ‘Next horizon: Charting the future of travel retail’ on Wednesday from 08:00 to 09:00. Sterling Perfumes planning immersive, multi-sensory evening in Innovation Square Sterling Perfumes is TFWA Innovation Square After Hours Networking Partner for Wednesday 1 October from 18:00 to 21:00. As part of its Innovation Square presence, Sterling Perfumes will promote its flagship ARMAF brand, organise a perfume masterclass event and influencers gathering, and more. “Attendees can expect an immersive, multi-sensory evening that blends theatre, storytelling, and community in a way never before seen at TFWA,” explains Nayana Tharoor, Global Head of Marketing, Sterling Perfumes. The Sterling Perfumes Evening Event will take guests on a journey through: • Live interviews with perfumers – offering rare, behind-the- scenes insights into the craft, creativity, and inspiration driving ARMAF’s most iconic innovations. • Interactive roundtables hosted by influencers and fragrance leaders, sparking dialogue on personal stories told through scent. • An ARMAF Smelling Café, where fragrance explorations are paired with bespoke mocktails and canapés. • A collective art activation, where every guest leaves their mark on a live mural symbolising the shared story of fragrance and culture. “What makes it stand out is its fusion of culture, creativity, and content amplification,” says Tharoor. “This isn’t a static showcase; it’s theatre, café, networking, and fragrance woven into one experience. With influencer and celebrity engagement, live content capture, and surprise storytelling moments, the event elevates a brand showcase into an unforgettable cultural performance at TFWA Cannes.” Sterling Perfumes joined Innovation Square because it represents the future of engagement in travel retail: experiential, immersive, and community-driven. “Rather than traditional product displays, this platform allows Sterling to demonstrate how fragrance is not just a commodity, but a cultural story to be lived and shared,” Tharoor explains. Tharoor also shares how innovation sits at the core of Sterling’s strategy and growth plans. It drives: • Category disruption: “From gamified campaigns to immersive museum-style launches, Sterling redefines how fragrances are discovered and celebrated.” • Consumer engagement: “By blending education, theatre, and digital storytelling, Sterling creates memorable experiences that resonate across borders.” • Global expansion: “Innovation enables Sterling to enter newmarkets with bold, differentiated narratives that build brand equity and scale quickly.” Innovation Square: The experiential, immersive future of engagement in travel retail The brand-new Innovation Square promises to be an undoubted highlight of TFWA World Exhibition & Conference 2025. Spanning an impressive 400sqm and located at the very forefront of this year’s exhibition on the parvis, it is dedicated to innovation in technology, the retail experience, sustainability, and much more. Monday 29 September 2025 10 T F W A D A I L Y

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