Travel Retail Highlights
Zürich Airport’s love letter to Rome
We present a round-up of recent highlight launches, campaigns and events in travel retail, beginning with an elegant pop-up that showcases Bvlgari’s latest fragrance lines through scent discovery, tailored services and a focus on gifting.
Italian luxury house Bvlgari recently partnered with Dufry to develop a colourful pop-up celebrating its Allegra and Le Gemme fragrance collections at Zürich Airport. It is located in front of Bvlgari’s standalone boutique in the centre aisle of Level 1 Departures, and will run until 26 April. An illuminated large ‘B’ motif is the pop-up’s main design feature, which is dressed in the same jewel-toned colours favoured by the Roman jewellery house. A luxurious marble table sits at the centre of the animation, where shoppers can discover the scents from both the Allegra and Le Gemme lines. A gold backdrop and saffron-toned carpet complete the space, which was inspired by sunsets in Rome. At the adjacent Bvlgari boutique, shoppers can experience a one-on-one consultation with a gem specialist or try on a piece from Bulgari’s fine jewellery line. This includes the brand’s famous Serpenti watch, which is the snake-inspired design famously worn by Bvlgari muse Elizabeth Taylor.
(Left) Bvlgari Le Gemme and (right) Bvlgari Allegra are the two hero fragrance lines showcased at the animation
A giant B motif greets travellers at the pop-up which is located in front of the boutique at the central aisle of Level 1 Departures
Comment: We like this animation for its variety of experiences, which range from a guided scent discovery to personalised gifting services. Digital features included a dedicated app, complemented by the all-important human touch as on-site Bvlgari beauty advisors assist clients style their own personal Allegra and Le Gemme scents. Immersion and engagement are key. Travellers can enjoy a mocktail on-site and take the recipe home as a souvenir. They can also choose a love poem to send to a loved one or even indulge in a ‘Dolcetti’ dessert to round out the authenticity that the partners bring to this all-Italian experience.
From Italian mocktails to Italian desserts, the colourful pop-up is a vibrant homage to Bvlgari’s distinctive Roman spirit
Magnify the moment: The Bvlgari Allegra fragrance collection offers endless opportunities for personalisation through its Magnifying Essences
A love letter to Rome: Shoppers can choose an Italian love poem to send to their loved ones alongside a fragrance
The Moodie Davitt eZine Issue 308 | 13 April 2022
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