ITALY/FRANCE. Roman luxury house Bvlgari has unveiled two gifting pop-ups in Milan and Paris.
The activation at Milan Malpensa Airport was launched in partnership with Avolta, while the Parisian pop-up at Samaritaine Paris was launched with DFS Group.
Both animations are designed to highlight the gifting appeal of Bvlgari’s fragrance lines.
Making a statement in Milan Malpensa
The animation in Milan Malpensa Airport is located in Terminal 1. Inspired by a Roman palace, the pop-up features an elegant Italian pavonazzetto marble canopy which frames the space. A rich orange carpet in Bvlgari’s signature hue, golden display tables and impactful brand visuals immerse travellers into the world of Bvlgari and showcase its key fragrance pillars.
Extending the experience beyond the airport, guests at the Bvlgari Hotel in Milan are gifted the best-selling Bvlgari Allegra Baciami Eau de Parfum Pure Spray as a welcome gift. Upon checkout, they receive an invitation to visit the pop-up in the airport to discover different Bvlgari Allegra Magnifying Essences to personalise their Baciami fragrances.
The pop-up and hotel promotion are being supported by a social media campaign which is geotargeted to travellers going through Milan Malpensa Airport. The campaign, running in partnership with Avolta, promotes the Bvlgari Allegra Baciami fragrance and drives traffic to the pop-up.
Bringing Roman flair to the City of Lights
Bvlgari’s festive gifting podium in Samaritaine Paris is located at the entrance of the perfumery floor in the basement level. A vibrant berry-coloured carpet catches shoppers’ eyes and is anchored by Bvlgari’s signature marble décor and display tables.
Both animations showcase Bvlgari’s high perfumery collections: Allegra and Le Gemme.
Each scent from the Bvlgari Allegra collection is described as a celebration of Italian emotions. The Riva Solare Eau de Parfum evokes the Italian Riviera sun, the Spettacolore Eau de Parfum is inspired by the winter solstice in Puglia, the Dolce Estasi Eau de Parfum evokes the comfort of Italian desserts, while the Baciami Eau de Parfum is an expression of the pure passion of Italian love, the brand owner said.
Each fragrance can be personalised with Magnifying Essences, including Bergamot, which is made with the zest of freshly harvested citrus fruits.
The Bvlgari Allegra fragrance line is complemented by the Allegra Maxi Shelleys, a colourful line of silk scarves that are handmade in Como and feature intricate designs inspired by the scents in the range.
The Bvlgari Le Gemme high perfumery collection draws inspiration from the gemstones often used in Bvlgari’s jewellery collections. The fragrances in the Le Gemme collection each feature a different stone reproduction on the bottle cap.
The fragrance line is inspired by the mythical Bvlgari Gems Road, which symbolises the house’s gemstone sourcing routes.
The Tygar Eau de Parfum represents a journey to Kerala, known as the ‘spice garden of India’ and home of the sparkling tiger’s eye. The scent offers bright citrus notes and richness of ginger.
Featuring a blend of vanilla and oud, Orom is inspired by labradorite – a shimmering gemstone found in Madagascar, Africa’s Treasure Island. 
