x
COLLECT THE WORD
The aim of this proposal is to develop an exclusive Le Specs x Monopoly collaborative collection specifically for the travel retail channel.
The collection will transform the travel experience into a more exciting and engaging journey, offering travelers exclusive world tour theme eyewear that makes their time at airports more enjoyable. This collection will leverage Monopoly's universal recognition and game mechanics to transform sunglasses shopping into an engaging "Collect The World" experience that spans multiple destinations.
PROJECT BACKGROUND
​GAP IDENTIFICATION
PROLONGED WAITING TIMES AND TRANSIT PERIODS
Airports serve as transit hubs where travelers often experience prolonged waiting times due to early arrivals, lengthy layovers, or flight delays. In 2024, the number of passengers who endured flight delays of three hours or more increased to 15.7 million, up from 11.8 million in 2022 (Paar 2025). Many passengers arrive at airports well before their flights, spending at least an hour within the terminal (Freathy and O’Connell 2012; Torres et al. 2005). The waiting time can be longer for transit passengers or in the case of delayed or canceled flights (Kiliç et al. 2021).
Travelers often experience boredom or even loneliness during delays and layovers. During these waiting periods, passengers seek ways to make their airport experience more engaging and enjoyable (Lin and Chen 2013). Shopping and other commercial activities provide a key avenue for improving passenger satisfaction (Fasone et al. 2016)., making it essential for travel retail brands to offer innovative, immersive experiences that capture travelers’ attention and enhance their airport stay. Addressing this challenge presents an opportunity to create more engaging, purposeful experiences that transform waiting time into an enjoyable part of the travel journey.
​
​LACK OF ENGAGEMENT AND DIFFERENTIATION IN TRAVEL RETAIL
Gen Z travelers exhibit lower levels of engagement and excitement when it comes to duty-free and travel retail (Shirk 2023). This lack of enthusiasm suggests a gap in understanding the value of the duty-free shopping experience, especially for younger travelers who may be experiencing independent travel for the first time.
One of the key challenges in travel retail is differentiation. More than a third of travelers (36%) avoid duty-free stores because they do not find anything they need to buy, while 13% cite a lack of enjoyment in the duty-free experience (Madden 2021). The research also reveals that 20% of shoppers actively seek new or exclusive products, yet travel retail often struggles to stand out from increasingly competitive domestic retail markets (Pathak et al. 2024). Despite rising discretionary spending, the travel retail sector has not fully capitalized on Gen Z’s purchasing potential due to a lack of unique, experience-driven offerings.
Additionally, retail shops also play a role in shaping the cultural identity of an airport's location (Zukowsky 1996). Notably, 67% of Gen Z travelers express strong interest in exploring local urban culture (ETC 2020), presenting an opportunity for travel retail brands to provide destination-inspired products and interactive shopping experiences that resonate with this demographic.
PROJECT PROPOSAL
Monopoly is one of the most iconic and globally recognized board games, first introduced in 1935. Known for its real estate trading, strategy, and travel-inspired gameplay, Monopoly has remained a beloved classic for generations. The game revolves around buying properties, collecting landmarks, and navigating through different locations, making it inherently connected to the idea of travel and exploration.
WHY MONOPOLY IS THE PERFECT FIT FOR TRAVEL RETAIL & LE SPECS
A Game of Global Destinations
Many Monopoly editions are based on famous cities and countries worldwide, mirroring the experience of traveling from one location to another. This aligns seamlessly with the concept of exclusive, location-specific eyewear.
​Nostalgic Yet Universal Appeal
Monopoly is recognized across more than 100 countries, making it a perfect crossover brand for an international travel retail campaign. It attracts not only loyal fans but also new generations looking for unique, collectible experiences.
​Gamification of Purchasing
Just like in Monopoly, where players collect properties, this campaign gamifies the shopping experience by allowing travelers to collect exclusive sunglasses and earn Monopoly-themed passport stamps and rewards.
Monopoly's Status as a Travel Companion
As a board game often played during family trips, vacations, and long-haul journeys, Monopoly has been part of the travel experience for decades, making this collaboration even more meaningful for globetrotters.
CORE CONCEPT
The key innovation is the implementation of a "World Passport" collection system where travelers collect location-specific stamps, exclusive accessories, and limited-edition variants across different airports and travel retail environments. This system creates multiple purchase motivations beyond the product itself, with tiered rewards for collectors who visit multiple destinations.
HOW IT WORKS
Le Specs x Monopoly: 'Collect The World' Collection transforms travel retail shopping into an interactive global adventure, inspired by the Monopoly board game. Each city has its own exclusive collection, featuring three unique sunglasses styles in three distinct colors, designed to reflect the culture and aesthetics of that destination. When customers purchase a pair from a specific city, they receive a Monopoly travel passport with a stamp representing that location. Additionally, each destination offers special edition incentives, such as collectible charms that attach to the sunglasses, custom-designed cases, and other city-inspired accessories. A digital Monopoly Travel Map allows travelers to track their purchases, unlock exclusive rewards, and even connect their progress to the Monopoly Go! mobile game, where they can earn Monopoly coins and real-world perks. This gamified experience encourages travelers to collect multiple editions as they visit different locations, making their shopping journey as exciting as their travels.
THE COLLECTION
This proposal presents a sample selection of three cities—Hanoi, Paris and Melbourne—to illustrate how the Le Specs x Monopoly 'Collect The World' Collection works. Each design embodies the culture and aesthetics of its location while maintaining Le Specs’ signature fashionable yet functional appeal.
Shape:
-
Rounded-square frame – Soft curves meet structured lines, representing the balance between tradition and modernity in Hanoi’s cityscape.
Materials & Details:
-
Matte acetate front for a natural, earthy finish.
-
Polished metal arms engraved with intricate patterns inspired by ancient Hanoi architecture, such as temple roofs and carved wooden doors.
-
Lightweight and durable—ideal for humid climates and travel comfort.
Color Palette:
-
Nón Lá Beige – A warm neutral hue reflecting the gentle tone of Vietnam’s iconic conical hat.
-
Cốm Green – A soft moss green, capturing the delicate color of green rice (Cốm), a Hanoi specialty.
-
Turtle Tower – A grey-brown tone drawn from the weathered stone of the historic Turtle Tower in Hoàn Kiếm Lake.
Packaging:
-
Textured cream case with woven effect, echoing Vietnamese craft traditions.
-
Passport stamp features an illustration of Turtle Tower with soft sketch lines.
Shape:
-
Cat-eye with browline frame – Classic with a bold twist, evoking French glamour and timeless style.
Materials & Details:
-
Glossy acetate front with a raised browline for a vintage high-fashion aesthetic.
-
Corner embellishments on the upper outer edges, mimicking the winged effect of classic eyeliner or lipstick packaging.
-
Lightweight frame with refined metal temples for elegance.
Color Palette:
-
Lipstick Rouge – Rich and confident red, classic and bold.
-
Café Crème – Soft brown tone, warm and comforting like a morning café au lait.
-
Seine Sage – A solid light sage green, inspired by the calm, muted water of the Seine.
Packaging:
-
Cream faux leather case with red velvet lining and embossed gold logo.
-
Parisian passport stamp featuring the Seine and Pont Neuf.
Shape:
-
Chunky rectangle frame – Bold and edgy, representing the creative grit of Melbourne's arts and coffee culture.
Materials & Details:
-
Semi-transparent acetate frame with layered coloring for moody depth.
-
Slightly oversized with angular corners—a fashion-forward look for trendsetters.
Color Palette:
-
Tram Green – Bright green and yellow, referencing Melbourne’s heritage W-Class trams.
-
Hosier Print – A graffiti pattern with splashes of multicolor over black or grey base.
-
Moody Blue Grey – A cool, overcast blue-grey tone reflecting the city’s ever-changing skies.
​
Packaging:
-
Graffiti-print microfiber pouch with Hosier Lane-inspired art.
-
Passport stamp designed in stencil style, with Flinders Street Station and layered paint textures.
MARKETING STRATEGY
PROJECT OBJECTIVE
Le Specs x Monopoly: 'Collect The World' Collection is a strategic collaboration that introduces a unique, collectible eyewear capsule designed specifically for the travel retail market. By merging Le Specs’ fashion-forward designs with Monopoly’s globally recognized brand, this collection offers travelers exclusive sunglasses inspired by different destinations. By creating a sense of discovery and engagement, the collection appeals to a new wave of global travelers while strengthening Le Specs' presence in the travel retail industry.​
O1
Create an innovative and engaging travel retail collection
O2
Enhance the shopping experience through exclusivity and interactivity
O3
Boost brand visibility, engagement and sales
O4
Strengthen Le Specs' position in the travel retail industry
Primary Research:
-
Surveys: Conduct online surveys targeting frequent travelers, asking about their shopping habits, preferences for exclusive products, and the importance of brand collaborations in the travel retail space.
-
Focus Groups: Organize focus groups with airport shoppers to gauge their interest in the Monopoly-themed collection, as well as the appeal of country-specific editions.
-
Observational Research: Observe shopper behavior in key travel retail locations to identify purchasing patterns and potential areas for improvement in the shopping experience.
Secondary Research:
-
Research existing trends in the travel retail market, particularly the rise of experience-based shopping and exclusive collaborations.
PROJECT SCOPE
Product Design & Development
-
Design of a 9-piece sunglasses collection
-
Each design is inspired by specific global cities (initially Hanoi, Melbourne, Paris).
-
Development of custom charms, packaging, and collectible cases reflecting the identity of each location.
Customer Experience & Gamification
-
Creation of a Monopoly-style travel passport system, where customers collect stamps with each location-based purchase.
-
Integration of a digital travel map platform (with potential link to the Monopoly Go app), allowing customers to track purchases and unlock rewards.
Retail & Visual Merchandising
-
Concept and layout design for POS displays, in-store promotional zones, and interactive touchpoints in travel retail locations.
-
Production of AR try-on mirrors, QR codes for digital stamp tracking, and visual storytelling elements in-store.
Marketing & Promotions
-
Launch campaign across travel retail, social media, and in-store activations.
-
Development of Gift With Purchase (GWP) strategies (charms, mini Monopoly games, exclusive cases).
-
Creation of a staff incentive program to drive sell-through at retail points.
Geographic Rollout Plan
-
Initial rollout features three city-based editions (Hanoi, Tokyo, Paris).
-
Scalable framework to extend to additional cities and travel retail hubs based on demand and seasonal campaigns.
Primary Research & Evaluation
-
Execution of primary research (surveys and focus groups) to gather insights on traveler behavior, product desirability, and campaign appeal.
-
Continuous analysis of customer engagement with the digital travel map and reward system to optimize future versions.
PROJECT METHODOLOGY
Primary Research:
-
Surveys: Conduct online surveys targeting frequent travelers, asking about their shopping habits, preferences for exclusive products, and the importance of brand collaborations in the travel retail space.
-
Focus Groups: Organize focus groups with airport shoppers to gauge their interest in the Monopoly-themed collection, as well as the appeal of country-specific editions.
-
Observational Research: Observe shopper behavior in key travel retail locations to identify purchasing patterns and potential areas for improvement in the shopping experience.
Secondary Research:
-
Research existing trends in the travel retail market, particularly the rise of experience-based shopping and exclusive collaborations.
PROJECT TIMELINE
​RESEARCH MATERIALS
​REFERENCES
ETC (2020) ETC MARKET STUDY STUDY ON GENERATION Z TRAVELLERS, European Travel Commission website, accessed 28 March 2025. https://etc-corporate.org/uploads/2020/07/2020_ETC-Study-Generation-Z-Travellers.pdf
​
Fasone V, Kofler L and Scuderi R (2016) ‘Business performance of airports: Non-aviation revenues and their determinants’, Journal of Air Transport Management, 53:35–45, doi:https://doi.org/10.1016/j.jairtraman.2015.12.012.
​
Freathy P and O’Connell F (2012) ‘Spending time, spending money: passenger segmentation in an international airport’, The International Review of Retail, Distribution and Consumer Research, 22(4):397–416, doi:https://doi.org/10.1080/09593969.2012.690778.
​
Kiliç S, Yanikoglu Ö and Ucler Ç (2021) ‘Passengers’ Shopping Preferences: A Study of Istanbul Airports’, Journal of Aviation, 5(2), doi:https://doi.org/10.30518/jav.1010982.
​
Lin Y-H and Chen C-F (2013) ‘Passengers’ shopping motivations and commercial activities at airports – The moderating effects of time pressure and impulse buying tendency’, Tourism Management, 36:426–434, doi:https://doi.org/10.1016/j.tourman.2012.09.017.
​
Madden C (2021) Overcoming the challenges of shopper engagement in travel retail, FNI-Frontier website, accessed 28 March 2025. https://www.dfnionline.com/latest-news/overcoming-challenges-shopper-engagement-travel-retail-18-06-2021/
Paar Z (2025) As flight delays hit a record high, travelers turn them into mini vacations, The Seattle Times website, accessed 26 March 2025. https://www.seattletimes.com/life/food-drink/flight-delays-hit-a-record-high-and-travelers-turn-them-into-mini-vacations/
Pathak S, Barbat V, Chaix C and Tan L (2024) The clock is ticking: decoding dwell time in the Asia Pacific travel retail industry, Kearney website, accessed 28 March 2025. https://www.kearney.com/industry/consumer-retail/article/the-clock-is-ticking-decoding-dwell-time-in-the-asia-pacific-travel-retail-industry
Shirk L (2023) Gen Zs represent the ‘opportunity of a lifetime,’ reveals m1nd-set in new report, Global Travel Retail Magazine website, accessed 30 March 2025. https://www.gtrmag.com/business-news/industry-news/2023/02/22/gen-zs-represent-the-opportunity-of-a-lifetime-reveals-m1nd-set-in-new-report/
Torres E, Domínguez JS, Valdés L and Aza R (2005) ‘Passenger waiting time in an airport and expenditure carried out in the commercial area’, Journal of Air Transport Management, 11(6):363–367, doi:https://doi.org/10.1016/j.jairtraman.2005.04.001.
Zukowsky J (1996) Building for Air Travel, Art Inst of Chicago Museum Shop, New Jersey.