Travel retailer Dufry Group has launched its new Haute Parfumerie premium fragrance concept, with the first store opening at Zurich Airport on 24 May.
Bringing together sought-after and premium fragrances, the space was introduced in response to ‘continuing consumer interest’ at the higher end of the category.
The store design draws inspiration from the bell glass, often used as part of the fragrance creation process, and also as a display case.
Arched wall bays, window frames and store furniture are all reminiscent of the curved silhouette. Bell jars are also located throughout the store containing different fragrance ingredients, giving customers a discovery element.
Located at Level 2 Departures, the first opening is a 80 sqm space offering brands including Acqua di Parma, Creed, Diptyque, Amouage, Parfums de Marly, Penhaligon’s, Maison Francis Kurkdjian, Initio Parfums Privés, Tiziana Terenzi, Serge Lutens, Vilhelm Parfumeries, Ella K and Off White.
‘Phygital’ fragrance selection
To aid selection – whether for the shopper themselves or as a gift – the space features a ‘Fragrance PlayTable’ based on the seven fragrance note families.
Developed in partnership with Puig, the multi-sensory ‘phygital’ unit sees customers browse a screen by brand name, or by selecting their preferred aroma from woody, floral, oriental, aromatic, leather, citrus and chypre groupings.
The shopper will receive on-screen suggestions generated by the latest technology based on their personal olfactory profile.
“We are seeing continued and significant customer interest in premium, rare and exclusive fragrances and the creation of this Haute Parfumerie concept store is our response to this growing sector,” said Romina Gabarró, Dufry Head of Beauty for EMEA.
“The luxurious store space, combined with engaging and interactive technologies – all underpinned with expert and knowledgeable staff – really takes the fragrance discovery experience to another level.
“We are extremely proud to be able to launch this first Haute Parfumerie store today here in Zurich and are confident it will be a great success.”
‘Immersive, memorable, unique’
Antonin Carreau, Global Director for Beauty at Dufry, added: “As a leading global travel experience player, Dufry is committed to offering our customers exciting and innovative retail concepts and product assortments, particularly in this category where we see a strong level of interest in luxury and more niche fragrances.
“With the development of this impressive Haute Parfumerie concept, our aim was to deliver an immersive, memorable and unique fragrance experience for our customers and that has certainly been achieved here today.
“We’d like to take this opportunity to thank our partners at Zurich airport for their valued support and great enthusiasm for this project.
“This store is the first of several more to come worldwide, in locations such as Heathrow T3, Vancouver, Antalya T1 and Istanbul.”
Heidi Köpple, Commercial Director for Zurich Airport, commented: “We are delighted to have had the opportunity to work in close partnership with Dufry, and support them with the introduction of their first Haute Parfumerie store in travel retail.
“Zurich Airport is committed to delivering the very best shopping experience for the many travellers that visit our airport each and every day, and this new retail concept takes the whole experience of discovering and purchasing fragrance to a totally different level.
“We are confident it’s going to be a great success!”
Earlier this month, L’Oréal and Dufry launched first Lancôme Rose Agora store at London Heathrow’s T5.