THAILAND. Puig and King Power are celebrating their recent Byredo Alto Astral pop-up at Bangkok Suvarnabhumi Airport.
The animation marked the Alto Astral fragrance’s global travel retail debut. Alto Astral was available exclusively at the pop-up from 3 August to 30 September.
Upon entry, travellers were greeted with a Bonfim bracelet (Brazilian wish bracelet). Each ribbon was lightly misted with Alto Astral, transforming it into a scented keepsake.
The space was inspired by the joyful colours of Brazilian festivals and celebrations and featured vivid green, orange and yellow hues. Exclusive gift sets, souvenirs and refreshing coconut drinks immersed travellers in the Alto Astral spirit, blending cultural storytelling with Byredo’s distinct design language.
The pop-up also offered a curated selection of miniature fragrances and limited-edition travel retail offerings.
“At King Power, we are always striving to offer travellers unique and memorable experiences,” commented King Power Chief Commercial Officer Antares Cheng.
“We are proud to be the first in global travel retail to launch Byredo’s Alto Astral pop-up – a bold and immersive concept that we believe deeply resonated with our international travellers.
“This collaboration with Puig brought a strong sense of discovery and delight to Bangkok Suvarnabhumi Airport. Following the success of the Penhaligon’s activation, we are pleased to continue this exciting journey with the Byredo campaign.”
Puig Executive Vice President Global Travel Retail Kaatje Noens added, “The unveiling of this pop-up for Alto Astral was an invitation to experience joy and authenticity through scent.
“With its irresistible coconut note, the fragrance resonates with Thailand’s tropical charm, and we are proud to have brought this immersive experience to Bangkok Suvarnabhumi Airport in partnership with King Power.
“As we continue localising the Byredo brand experience across Asia, this activation reflects our deep commitment to cultural storytelling and emotional connection.”
Alto Astral
Alto Astral translates to ‘a heightened emotional state’ from Portuguese. The fragrance opens with creamy coconut and aldehydes top notes, balanced by jasmine petals and smoky incense heart notes with salted amber, musk and sandalwood for its base.
Coconut, a key note in both Brazilian and Thai traditions, symbolically bridges the two cultures through scent.
To complement its fragrance story, the Alto Astral campaign was shot in Rio de Janeiro by Brazilian photographer Rafael Moura. It features samba dancer Duda Almeida at Portela Samba School, model Emilly Nunes at Playa de Arpoador and Brazilian youth who portray the dynamism of Rio’s cycling culture. ✈
