Case Study: Buchanan's Retail Display Activation at Tocumen International Airport by Edgexecution
Edgexecution, a leader in travel retail marketing, recently partnered with Buchanan’s, a prestigious brand under Diageo, to deliver an impressive retail display activation at Tocumen International Airport, Panama. With a focus on showcasing Buchanan’s premium products and elevating the in-store experience, this project at Atenza Duty Free exemplifies Edgexecution’s dedication to creating retail environments that inspire and captivate.
Project Scope and Goals
This activation had a clear goal: to emphasize Buchanan’s premium quality and connect with travelers at one of Latin America’s busiest airports. By strategically placing displays that drew attention to Buchanan’s Deluxe, James Buchanan’s Red Seal, Buchanan’s Malts Editions, and other high-end products, Edgexecution aimed to increase brand visibility and product interaction for travelers passing through Atenza Duty Free. Through thoughtful design and impeccable craftsmanship, the Edgexecution team succeeded in bringing Buchanan’s values of excellence and heritage to life in a retail setting.
Design and Execution
From the project’s conception, Edgexecution’s design team focused on capturing Buchanan’s elegance and sophistication. The visual impact of each display element was carefully crafted to align with the brand’s identity and appeal to luxury-conscious travelers. The setup included various display elements:
• Full Wall Advertisement: Positioned prominently, the full wall advertisement featured Buchanan’s iconic branding and product imagery, establishing a powerful brand presence. This visual anchor set the stage, immediately drawing travelers’ attention.



Click on photo to enlarge/zoom




• Gondolas and Shelves: Strategically placed gondolas and fitted lighted shelves provided an inviting presentation for Buchanan’s product line. The layout allowed customers to engage with the products up close, enhancing their shopping experience by showcasing the brand’s craftsmanship.
• Free-Standing Display Units and Column Shelves: These units complemented the primary displays, offering additional space to feature Buchanan’s entire portfolio. Designed with attention to both form and function, they provided a dynamic and visually appealing focal point within the store.
• Custom Trolley: A beautifully crafted trolley added an interactive element, allowing for flexible placement and movement to draw attention across different store areas.
Each component of this activation reflected Edgexecution’s commitment to detail and quality, from the sturdy, refined materials to the vibrant lighting that enhanced product visibility. Every display element was meticulously designed to both attract and engage, capturing the Buchanan’s brand essence and inviting travelers to explore its offerings.
Partnership with Atenza Duty Free
A longstanding partnership with Atenza Duty Free enabled Edgexecution to implement this large-scale activation seamlessly. The collaboration allowed for strategic planning and smooth execution, maximizing Buchanan’s presence at Tocumen International Airport. Atenza’s retail space, coupled with Edgexecution’s innovative design, created a highly immersive environment that was both welcoming and luxurious.
Impact and Future Innovations
The Buchanan’s activation not only succeeded in boosting product visibility but also in reinforcing the brand’s premium positioning within travel retail. Eye-catching and accessible, the displays invited shoppers to engage, enhancing their overall travel experience while reinforcing Buchanan’s as a luxury choice. The activation is a testament to Edgexecution’s ability to transform retail spaces and leave a lasting impression on consumers.
As Edgexecution looks forward to more collaborations, this project stands as an example of how strategic design and execution can elevate brand presence in the competitive world of travel retail. Stay tuned for more innovative projects that bring brands to life in meaningful and memorable ways.
Share this post: