Parfums Christian Dior has strengthened its partnership with Qatar Duty Free (QDF) with the world exclusive launch of a podium at Hamad International Airport (HIA) that celebrates the art of the olfactive experience.
A special launch event drew VIPs, brand and retailer attendees, including an appearance from His Excellency Akbar Al Baker, Group Chief Executive, Qatar Airways and Dior in-house Perfumer and Creator François Demachy.
VOYAGE TO GRASSE
Designed to immerse travellers in the three-dimensional world of Dior and its perfumery, the podium takes its cues from the brand’s roots in the French Riviera town of Grasse, home to the fragrance house’s Les Fontaines Parfumées.
Guests to the event were transported to the Grasse gardens via a 360-degree screen, while experiencing a range of aromas.
The full range of Dior fragrances are available, including Sauvage, Miss Dior, J’adore, plus latest creation Joy by Dior and other scents in the Maison Christian Dior Collection such as the new Rose Kabuki.
Wrapping stations and beauty consultations are also available.
In April, QDF unveiled the first Maison Christian Dior boutique in travel retail Middle East in association with Parfums Christian Dior.
The installation, centred in the main retail atrium of HIA, boasts 22 perfumes, allowing travellers to discover new scents for themselves or loved ones through the brand’s ‘Art of Gifting’ concept.
A ‘MILESTONE’ MOMENT
In a statement, Al Baker hailed the exclusive partnership as an important milestone between both parties.
“At Qatar Airways Group, we take our role in ensuring that the journey is the best part of our passengers’ travel experience very seriously, delivering excellence both on the ground and in the skies.
“With new, innovative and immersive experiences like the one we see here, it is clear that both Dior Parfums and Qatar Airways Group are organisations whose identities are synonymous with innovation, elegance and firsts.”
Parfums Christian Dior Senior Vice President of Travel Retail Worldwide Olivier Dubos added: “At Christian Dior, we have always loved perfume, and it is part of our history. This is the fourth edition of Dior Les Parfums in partnership with Qatar Airways Group.
“Dior Les Parfums conveys our love for perfume, deeply rooted in the south of France. We have the honour to have with us François Demachy, who imagines all our perfumes, being based in the magical region of Grasse, the world capital of Perfumery.
“This pop-up is our way of bringing Grasse to people from all over the world travelling through this prestigious airport.”