Italian luxury brand Bulgari and Dufry Group have launched a new summer promotional space at Zürich Airport dedicated to the B.zero1 collection.

Envisioned as a labyrinth, the installation welcomes visitors into an abstract universe, according to the brand.

Modelled on the Colosseum, Emperor Vespasian’s architectural statement of power, Buglari said B.zero1 was designed to become an expression of strength and character, from Imperial Rome to nowadays.

A new version of the B.Zero1 was recently launched, designed by architect Zaha Hadid, who added her signature curves to the wave-like shape of the ring.

NEW EXPERIENCE

Roberto Marino, Travel Retail Director of Sales and Marketing at Bulgari said: “As a tribute to Italian Design and to our 2,700 years of Roman heritage, we are delighted to offer this new experience to travellers and to make them discover one of our greatest icons.

“Located just in front of our store in Zürich airport, this pop-up is like an extension of the ‘Casa Bulgari’ designed to welcome curious travellers. Thanks to several QR codes inside the B.zero1 pop-up, the experience can also go digital and be adapted to the numerous Chinese customers traveling through Zürich.”

Ekaterina Herzig, General Manager Dufry Switzerland remarked: “It is a great honour for us at Dufry to support Bulgari in the World premiere of the B.zero1 iconic pop-up store and to have facilitated this attractive initiative together with our partners from Zürich Airport.”

“To offer travellers unique retail environments perfectly matches Dufry’s global strategy to make airport shopping a one-of-a-kind experience.”