The Byredo pop-up at Bangkok Suvarnabhumi Airport marked the brand’s global travel retail debut for Alto Astral.

Byredo descended on Bangkok Suvarnabhumi Airport this summer with an explosion of scent, colour and culture, as the Swedish fragrance house unveiled Alto Astral – its latest Eau de Parfum – in an immersive pop-up experience created in partnership with King Power and Puig.

The launch, which took place from 3 August to 30 September, marked Byredo’s global travel retail debut for Alto Astral, a fragrance inspired by the vibrant energy of Brazil and the emotional high that joy brings.

A sensory celebration takes flight

Travellers passing through Suvarnabhumi were first drawn into a kaleidoscopic world of green, orange and yellow – a nod to the chromatic rhythm of Brazilian celebration. The space pulsed with light and life, bringing to the terminal an atmosphere that was part carnival, part dreamscape.

Visitors were greeted with a small but memorable gesture: a Bonfim bracelet, misted with Alto Astral. Traditionally tied with a wish in Brazil, the ribbon became a scented keepsake – a playful invitation to enter Byredo’s world of optimism, energy and memory.

Gift sets tailored for travel, limited-edition souvenirs and even coconut refreshers rounded out the experience, blending local Thai touches with Brazilian flair. The pop-up also showcased a curated selection of miniature fragrances and travel exclusives, giving time-pressed passengers a chance to pick up something truly distinctive on their journey.

A fragrance that connects continents

Taking its name from the Portuguese phrase for a “heightened emotional state”, Alto Astral is as uplifting in composition as it is in spirit.

Alto Astral takes its name from the Portuguese phrase for a “heightened emotional state.

The fragrance opens with creamy coconut and airy aldehydes, before revealing a heart of jasmine petals and smoky incense, with salted amber, musk and sandalwood adding a layer of warmth.

Fittingly, coconut sits at the centre of the scent – a shared cultural symbol in both Brazil and Thailand – creating a bridge between the fragrance’s Latin roots and its Southeast Asian debut.

Culture in motion: Byredo’s Rio inspiration

To tell Alto Astral’s story visually, Byredo turned to Brazilian photographer Rafael Moura, who shot the campaign in Rio de Janeiro. His lens captures life in motion – samba dancer Duda Almeida rehearsing inside the Portela Samba School; young riders in the city’s thriving bike scene; and model Emilly Nunes against the golden backdrop of Arpoador Beach.

The resulting imagery is a vivid love letter to Rio’s spirit and, like the fragrance itself, the campaign celebrates connection, rhythm and authenticity.

A partnership that celebrates place and culture

Kaatje Noens, Executive Vice President Global Travel Retail at Puig, described the Bangkok activation as a celebration of culture and emotion.

“The unveiling of this pop-up for Alto Astral was an invitation to experience joy and authenticity through scent,” she said. “With its irresistible coconut note, the fragrance resonates beautifully with Thailand’s tropical charm. We’re proud to have brought this immersive experience to Bangkok Suvarnabhumi Airport with King Power. As we continue to localise the Byredo experience across Asia, this activation reflects our commitment to cultural storytelling and emotional connection.”

Antares Cheng, Chief Commercial Officer at King Power, agreed that the partnership struck a powerful chord with travellers. “At King Power, we’re always looking for ways to surprise and inspire,” he said. “We’re proud to have hosted the global travel retail launch of Byredo’s Alto Astral – a bold, immersive concept that really resonated with international travellers. This collaboration with Puig brought a genuine sense of discovery and delight to Suvarnabhumi Airport. Following the success of our Penhaligon’s activation, it’s been fantastic to continue that journey with Byredo.”

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