Luxury fragrance house Bulgari has launched an AI-generated fragrance pop-up at Istanbul Airport to support its Bulgari Allegra collection. 

Developed in collaboration with Gebr. Heinemann and Unifree Duty Free, the experience runs from 1 January to 31 March.

‘Allegra’ translates from Italian as ‘joyful’ and the fragrance collection taps into the uplifting sense of the Italian Riviera with Riva Solare Eau de Parfum. 

The Winter Solstice in Puglia is reflected with Spettacolore Eau de Parfum, while the passion of Italian love is celebrated with Baciami Eau de Parfum. All three can be amplified with seven different Magnifying Essences. 

An event on 30 January celebrated the pop-up, bringing together press, friends of the Bulgari, and key stakeholders. 

The pop-up has been designed to bring light and vivid colour inside the main Unifree Duty Free shop. 

Bulgari’s cabochon cut shape is presented in a rose gold silhouette, with the colour repeated across fixtures and fittings. 

The precious metal was used to reflect both Bulgari’s Roman Eternal City home, and Istanbul itself. An orange carpet also builds on the warmth. 

AI is used to immerse customers in scents, sights and sounds, creating unique interactions for each consumer. 

Participants take on the role of a DJ, navigating suggestions and creating their own “sense of balance”. 

The result is a personalised generative audio and video artwork reminiscent of Bulgari Allegra Eau de Parfum and a Magnifying Essence.

Bulgari Allegra: A calendar of events

A calendar of bespoke events will bring different focuses to the pop-up during its three-month tenure at Unifree. 

In January, a Celebrazioni theme saw an illustrator capture clients with a “festive” style. In February, guests will receive small bouquets under the Passione concept, while in March an illustrator will create Mediterraneo artworks. 

To attract customers to the pop-up, Bulgari is running targeted social media campaigns throughout the duration of the activation. 

“At Unifree Duty  Free, our foremost priority is delivering exceptional service and crafting an exceptional  shopping journey for our customers,” said Ceren Tonguç, Unifree Duty Free COO.

“Serving as a pivotal link between global brands and  passengers, we are delighted to introduce Bulgari Allegra animations at our Unifree Duty Free store in Istanbul Airport. 

“This initiative offers travellers a multi-sensory,  personalised experience, leveraging cutting-edge trends and technology. 

“Our ongoing objective is to continually enhance communication between passengers and brands, ultimately elevating the overall customer experience.”  

Jens Peter Peuckert, Director Marketing at Gebr. Heinemann, added: “The pop-up stands for extraordinary luxury and shows what is possible in travel retail when the right partners join forces. 

“We are delighted that Bulgari is targeting travellers with a multi-channel approach to create awareness for this project. 

“Together with Bulgari, we celebrate the  creation of a truly exceptional shopping experience, enriching our already spectacular  assortment with unparalleled elegance.”  

Last month, Bulgari brought its Rome-inspired counters to London Heathrow Airport in partnership with Avolta, creating “radiant” spaces that exude the brand’s glamour.