Jägermeister
"Jägerland"

With more than 30 million passengers annually, Frankfurt Airport is one of the world’s leading international aviation hubs. The new Terminal 3 provides the ideal setting for premium brand partnerships that enhance the passenger journey while creating an engaging, high-quality retail environment. Here, Jägermeister has created an extraordinary Travel Retail experience that reimagines the traditional duty-free concept and represents one of the brand’s largest Travel Retail activations to date.

Developed by dan pearlman, the concept comprises two opposing pop-up spaces that tell the story of the brand as a journey between its heritage and its future. At the heart of the creative concept are two contrasting brand worlds.

Destination Meister invites visitors to explore Jägermeister’s origins. Within an atmospheric setting, the brand’s heritage, craftsmanship and defining milestones are brought to life through a multisensory experience. Architecture, storytelling and a carefully curated product selection translate the brand’s rich history into an authentic spatial experience.

Directly opposite, Destination Jäger looks towards the future. This futuristic, urban environment combines digital technologies with interactive brand communication. A large-scale LED installation and an AI-powered photo experience invite travellers to become part of visionary Jägermeister scenarios and engage with the brand in an entirely new and playful way.

Designed to remain in place for one year, the installation is expected to reach up to five million international travellers. It combines retail, digital interaction and emotional storytelling into a holistic immersive brand experience. Product tastings, an exclusive assortment of Travel Retail products, limited editions and curated merchandise further enrich the activation.

With Jägerland, Jägermeister has created a brand architecture that extends far beyond the point of sale. The experience connects the brand’s identity, heritage and future vision, establishing a memorable destination within one of Europe’s most important international transport hubs.

“Travel Retail is a strategically important touchpoint for building global brands,” says Michael Volke, CEO of Mast-Jägermeister SE. “Our presence in Frankfurt Airport’s new Terminal 3 creates an experience platform that connects Jägermeister with an international audience at a highly relevant moment in their journey. As a family-owned company with German roots, it is particularly meaningful for us to bring this concept to life in our home market.”

The concept, design and architecture of Jägerland were developed by the Retail Design team at dan pearlman, including Volker Katschinski, Herfried Waha, Sandra El Khoury, Moritz von Voss, Sandra Kittler and Miriam Schlottner. Realisation and construction were delivered by Cube Projects and WUM Brandspaces. The Photo Booth artwork was created by W3 Design, while the AI Photo Booth was developed by Noonah.

Photos: Adam Bertalan / Jägermeister