The pop-up’s design takes takes inspiration from Dior’s historic home at 30 Avenue Montaigne.

Dior Beauty has unveiled its first La Collection Privée Christian Dior pop-up in travel retail, opening at Rome Fiumicino Airport as part of a collaboration with Lagardère Travel Retail and the airport operator.

Located airside, the pop-up places La Collection Privée at the heart of the experience, supported by a curated edit of Dior fragrances, skincare and make-up. Designed as a destination rather than a traditional retail space, the boutique reflects Dior’s ambition to elevate the beauty offer in travel retail through storytelling, personalisation and guided discovery.

The design takes inspiration from Dior’s historic home at 30 Avenue Montaigne in Paris, translating couture codes into a warm, light-filled retail environment. Marble finishes, refined fabrics and gilded metal details echo the house’s savoir-faire while creating a sense of calm luxury within the airport setting.

A central feature of the pop-up is a fragrance discovery experience inspired by the couturier-perfumer’s atelier and conceived by Dior Perfume Creation Director Francis Kurkdjian. Travellers are invited to explore the La Collection Privée fragrances through bespoke consultations, with particular emphasis on the latest launch, Cuir Saddle. The offer is complemented by a selection of customisable accessories featuring Dior’s signature motifs, reinforcing the gifting and collectability appeal of the collection.

Beyond La Collection Privée, the pop-up also showcases a focused selection of Dior beauty icons across categories. This includes core fragrance lines, make-up essentials such as Rouge Dior and Dior Forever, and skincare franchises including Dior Prestige and Dior Capture.

The opening underlines Dior Beauty’s continued investment in travel retail as a channel for brand-building and experiential retail, positioning the airport environment as a key touchpoint for discovery, indulgence and personalised luxury.

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