Beauty accounts for almost a third of all airport purchases globally, with brands recognising the perfect target market. Not only is there Duty-Free, but also the realisation that terminals can provide a shopping experience to rival the biggest malls in the world. Labelled the ‘golden hour’, there is a period of time that begins when a traveller steps through security and ends the moment they board a plane – and it is prime time for spending. However, it is a busy and competitive environment, with only a 3 second period to capture the attention of passing shoppers. The brand, therefore, recruited Play Retail, a strategic retail design agency, to design a unit which was not only innovative, but also disruptive, eye-catching and easy to navigate. This resulted in the idea of the world’s ‘first digital nail trial’; to reduce mess and wasted time and product. As experts in cutting edge technology, Play reached out to Pioneer to integrate virtual reality (VR) and motion tracking techniques to create a real-time photorealistic hand on which to view the lacquer shades which responded to the movements of the user.