FRANCE. Puig has partnered with Extime Duty Free Paris (the joint venture between Lagardère Travel Retail and Groupe ADP) to unveil the first Dries Van Noten Beauty pop-up in travel retail at Paris Charles de Gaulle Airport.
Opened in July in Terminal 2E, Hall L, the pop-up marks a travel retail milestone for the Puig-owned fashion and beauty house.
The animation showcases the complete Dries Van Noten Beauty portfolio, spanning fragrance, makeup, bath & body and accessories.
At the heart of the concept is the house’s signature ‘Impossible Combinations’ philosophy, expressed through fragrances that juxtapose unexpected notes and contrasting accords. The fragrances come in the brand’s distinctive sculptural and refillable packaging also comprised of contrasting materials and patterns.
The pop-up draws on Dries Van Noten’s fashion heritage through an exclusive personalisation experience.
Travellers can customise a gift-with-purchase pouch with live embroidery, referencing the designer’s longstanding use of textiles, embellishment and artisanal techniques.
Extime Duty Free Paris Marketing Director Séverine Patureau commented: “We are proud to welcome the first Dries Van Noten travel retail pop-up at Extime Duty Free Paris. More than a retail activation, this space offers travellers a sensory journey into the brand’s universe, combining fragrance and beauty consultations, personalised rituals and an art of gifting experience.”
She added, “This collaboration reflects our ambition to continuously elevate the travel retail experience through innovation, exclusivity and memorable brand encounters.”
“At Puig, we are committed to bringing our Houses to life through experiences that reflect their unique identity and creative vision,” added Puig General Manager Travel Retail Europe Vincent Baland.
“Dries Van Noten has always been defined by the art of combining unexpected elements, from colours and textures to ideas and emotions. With this first travel retail pop-up, we wanted to translate that same spirit into a beauty experience that invites travellers to discover the craftsmanship, creativity and personality that make the brand so distinctive.”
The Dries Van Noten Beauty pop-up will remain open at Paris Charles de Gaulle Terminal 2E, Hall L until the end of 2026. ✈
