‘Savoir faire, rigour & passion’: Guerlain uncloaks debut pop-up at DXB

By Luke Barras-hill |

The pop-up will be housed in Concourse B for 16 months.

Guerlain unveiled its inaugural pop-up boutique in travel retail with Dubai Duty Free (DDF) at Dubai International Airport (DXB) on 12 May.

Reaching departing and transiting passengers, the haute parfumerie pop-up is situated at Concourses B and C in Terminal 3.

The pop-up boasts a contemporary, refined aesthetic ‘at the crossroads of fragrance and art’, according to the French beauty house.

It coaxes in visitors through dashes of olfactive flair, exclusive services, custom features and personalisation,  with a focus on the L’Art & La Matière collection of exclusive fragrances

These 17 creations are described as ‘olfactory masterpieces envisioned and crafted with savoir faire, rigour, and passion’, to enliven the senses.

PERSONALISATION AT THE HEART

Personalisation, says Guerlain, remains at its heart and customers have the option of adorning a bottle in a variety of arrangements.

Guerlain says a personalised bottle represents ‘the ultimate expression of perfection’ with customers able to pair attractive materials and colours for a customisable sku.

Guerlain’s haute parfumerie pop-up has been activated in partnership with Dubai Duty Free, Dubai Airports and JCDecaux.

These are crafted in Guerlain boutiques by perfume experts, who stress the principle of customisation.

The plate placed on the top of the bottle stopper can be chosen from among 12 versions.

Colour options of gold, black, blue, red, pink or green are available for the thread, plus a choice of either gold or black for the tassel.

Bottles can also be engraved with initials, a name or a short message to keep for oneself or present to a loved one.

Imaginatively designed gift packaging highlights the art of gift giving at the pop-up.

Signature scents can be discovered in the L’Art de Vivre: Home Collection with each signifying a new gateway stirred by the olfactive memory of the perfumer.

CONCOURSE B FOR 16 MONTHS

Meanwhile, the Les Matières Confidentielles collection complements the fragrance connoisseur’s home or skin.

In a bid to enhance the sensorial journey, Guerlain has created a dedicated space for skincare and makeup concentrating on the anti-aging properties of Orchidée Impériale.

From highly contemporary, refined aesthetics to a visitor experience enriched with tailored touches, the pop-up is positioned as a destination in its own right.

This premium skincare collection fuses innovation in formulation and ingredient sourcing within a product that boasts a creative design flourish similar to a jewel.

Guerlain has expertise in lip make-up and Rouge G offers a number of shades and textures for its clients.

Commenting on the Guerlain pop-up, Colm McLoughlin, Executive Vice Chairman & CEO of Dubai Duty Free, said: “We are delighted that Guerlain has chosen our retail operation as the launch venue for this innovative pop-up that is going to be in Concourse B for 16 months.

“We know that our customers, who travel through DXB from all over the world, are going to enjoy this highly personalised shopping experience and will have the chance to understand more about Guerlain as a brand and to enjoy this very special selection of products that have been specially curated.”

From highly contemporary, refined aesthetics to a visitor experience enriched with tailored touches, the pop-up is positioned as a destination in its own right.

Officials from Guerlain, Dubai Duty Free, Dubai Airports and JCDecaux gather for the official inauguration of the Guerlain haute parfumerie pop-up store at Dubai Duty Free in Concourse B of Dubai International Airport.

“We are thrilled to collaborate with Guerlain, in conjunction with our partners Dubai Duty Free and JCDecaux, in bringing this highly exclusive experience to our global guests travelling through Dubai,” commented Eugene Barry, EVP Commercial at Dubai Airports.

Véronique Courtois, CEO, Guerlain, added: “For the first time we invite the travel retail consumer to enter the world of Guerlain, to embark upon a luxurious sensory journey, a place for celebration and interaction, placing a spotlight on haute perfumery, exclusive services, custom features and personalisation – a boundless playground of luxury.”

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