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Create a unique design concept which can overcome Millennials’ cynical views of brands and get them to engage with the space. The concept does not have to be about travel, but it should clearly link to a Millennial’s travel experience to increase its relevance to them—bypassing any negative feelings or associations of shopping or of brands “interrupting” their lives without permission. The concept needs to fuse the identities of Absolut & M.A.C.