FIX Dessert Chocolatier has made a return to Dubai Duty Free (DDF) with an immersive boutique at Dubai International Airport (DXB).

The reimagined concept, which launched on 15 May at Terminal 3 Concourse B East, aims to captivate travellers with handcrafted chocolates and an immersive boutique experience, reinforcing FIX’s ‘viral appeal’ in the travel retail sector.

Following a brief hiatus, the Dubai-based chocolatier is back in a premium location due to strong demand from its previous pop-up.

Sarah Hamouda, Founder of FIX, said: “This return means a lot to us, not just because we’re back at Dubai Duty Free at the beautiful and bustling Dubai International Airport, but because of why we’re back. Following the overwhelming response to our previous pop-up, we’ve been invited to return to a new premium location.”

The pop-up, designed as more than a retail space, features a dedicated photo zone for Instagram-worthy moments.

The full FIX range, including TikTok-Knafeh bars and exclusive limited-edition treats, are available only at Dubai Duty Free.

Sharon Beecham, Senior Vice President, Purchasing of Dubai Duty Free, welcomed the partnership: “We’re pleased to welcome FIX Dessert Chocolatier back to Dubai Duty Free as an exclusive retail partner with a refreshed Pop-Up concept.

“It continues to offer an exciting, immersive experience that goes beyond premium confectionery and we’re confident it will attract customers and drive continued strong sales for the brand.”

“As the only place in the world to shop the entire FIX range in person, we’re excited to bring this viral favourite to our customers right here at Dubai Duty Free,” she added.

For an in-depth feature assessing the craze for pistachio-based chocolate spawned more recently by the viral FIX brand, click here.

READ MORE: Dubai Duty Free taps into ‘Dubai Chocolate’ craze with FIX activation