SWITZERLAND. Bvlgari Parfums and Dufry have revealed the ‘Perfume of Gems’ pop-up boutique at Zürich Airport. The pop-up on Level 2 highlights the Italian brand’s new fragrance collection, Bvlgari Le Gemme, and runs until 2 September.
According to the brand, the new fragrance collection was inspired by the gemstones often used in Bvlgari’s jewellery collections, transforming them into ‘new olfactory experiences.’ The ‘Perfume of Gems’ pop-up invites travelling customers to learn more about the Le Gemme collection through various digital and experiential touch points.
Travelling shoppers can interact with a digital table that guides them through the ‘Bvlgari Gems Road.’ The journey begins with customers identifying their signature fragrance, then learning about its ingredients, and the origins and symbolisms of the different gemstones that have inspired its creation. To complete the journey, customers can also have their Le Gemme bottles customised by an in-house artist on every Saturday and Sunday of July.
The opening event was held on 8 July, led by Zürich Airport Head of Commercial Centres Heidi Köpple, Dufry Operations General Manager Zürich Airport Michael Bruderer, Bvlgari Parfums Worldwide Sales Director Alberto Goncalves and Bvlgari Parfums Europe & Africa Sales & Marketing Director Eric Eleuterio.
During the launch event, Bvlgari gemologist Carole Widmer, gave a brief presentation on the connections between gemstones and fragrances. Bvlgari Parfums Marketing Director Caroline Naudin also talked about the inspirations behind each one of the new Le Gemme scents. The launch was also attended by a number of European KOLs who were granted exclusive access to the Zürich Airport runway for some photo-ops, embodying the journey through the Bvlgari Gems Road.
The ‘Perfume of Gems’ pop-up is not only a testament to the strong relationship between Bvlgari and Dufry, said the partners, it is also a case study for the growing importance of experiential activations in capturing the imagination of the travelling shopper.
The pop-up is the first of many for Bvlgari this year, and is part of a wider strategy that will see the brand enhance its travel retail presence in airports worldwide.