Visitors to the Berlinale International Film Festival will be able to enjoy a unique shopping experience: Armani beauty has opened a cashier-less pop-up store at the heart of Berlin’s Potsdamer Platz. From February 16th to 26th, film fans and passers-by may test and buy a variety of fragrances and make-up products in a highly personalized and convenient setup – made possible by grab-and-go technology provider payfree and Avery Dennison, a leader in digital identification solutions.

It is the second time Armani beauty has partnered up with payfree and Avery Dennison to implement an RFID-based check-out. In November 2022, they showcased their cashier-less pop-up store-concept in Dusseldorf – the first ever in the beauty sector, receiving rave reviews from customers and industry experts alike. Special-use RFID-labels by Avery Dennison allow beauty retail to fully benefit from RFID usage and its many advantages. With payfree’s Bag Fast Track for RFID multi-product scanning, customers now simply pass their shopping bag through the scanning unit at the store exit. All items are automatically identified and paid contactless by card or digital wallet.

“This new checkout technology perfectly matches the premium customer experience we aim to deliver in beauty retail. We are thrilled to be working again with payfree and Avery Dennison on this innovative project and excited to see it being utilized in our Berlinale pop-up,” says Elise Mannweiler, general manager from the Armani Beauty brand. Mannweiler, who is in charge of Armani beauty´s pop-up store project adds: “We are always looking for ways to improve the shopping experience for our customers and this technology has allowed us to do just that. The feedback from our previous pop-up store in Dusseldorf has been overwhelmingly positive and we are excited to bring this technology to customers in Berlin.”

Yasar Hanli, L’Oréal’s Director digital, also comments, “We are constantly exploring new technologies to enhance the customer experience. Combining RFID and self-checkout technology is a great example on how to create innovation to achieve this. We are looking forward to see how the Berlinale pop-up will be received and will potentially incorporate this technology into more of our store concepts in the future.”