SWITZERLAND. Coty has partnered with Lagardère Travel Retail to launch the Chloé Bouquiniste pop-up concept at Geneva Airport, marking the activation’s debut in European travel retail.
The Geneva installation is part of a wider Bouqiniste campaign showcasing Chloé Atelier des Fleurs Les Essences Méditerranéennes, an olfactive collection taking cues from the landscapes, ingredients and character of the Mediterranean.
Inspired by the bouquinistes, the open-air booksellers that line the banks of the River Seine, the pop-up draws on the literary heritage and creative character of Paris’ Left Bank.
The design recreates elements of a Parisian riverside setting through floral crates and bouquets, natural tones and decorative details reflecting the Chloé aesthetic. The concept encourages fragrance exploration while bringing the brand’s interpretation of Parisian art de vivre to the airport environment.
The Bouquiniste animation takes travellers on a discovery journey through the Chloé fragrance portfolio, spanning the Signature line and ultra-premium Atelier des Fleurs collection.
Travellers purchasing a fragrance from the range can personalise their bottles with Mediterranean-inspired shell charms.
Illustrated postcards which showcase ingredients featured within Les Essences Méditerranéennes complement the personalisation offer and provide another storytelling element within the space.
The opening was marked by a ribbon-cutting ceremony and coincided with the travel retail pre-launch of Chloé Le Nectar, ahead of the fragrance’s worldwide introduction on 1 September.
Described as a ‘neo-vintage gourmand fragrance’, Le Nectar combines bergamot with a floral heart of neroli, orange blossom absolute and rose absolute. Tonka absolute, amber accord, patchouli, ambroxan, cashmeran and sandalwood form the base.
The fragrance is presented in Chloé’s signature pleated glass flacon, reimagined in an amber hue and finished with a golden-beige ribbon.
Chloé Le Nectar is offered in refillable 30ml, 50ml and 100ml formats. Travellers purchasing the fragrance at the pop-up also receive a complimentary Chloé-branded charm keychain.
Lagardère Travel Retail Switzerland Commercial and Supply Director Marie Lafille said, “Our partnership with Coty is underpinned by a shared vision to bring innovative retail experiences to life to travellers across the globe.
“This latest activation is the culmination of an exciting journey and serves as testament to the strength of our collaboration, enabling visitors to engage with a beloved brand in unexpected ways.”
“We are thrilled to partner with Lagardère and Geneva Airport to introduce Chloé’s Bouquiniste pop-up concept as it makes its debut in travel retail Europe,” added Coty Managing Director Travel Retail Europe and Africa Olivier Louis.
“The activation, inspired by the bookseller stalls along the banks of the Seine, invites visitors to slow down and immerse themselves in Chloé’s fragrance universe. The exclusive avant-première launch of Chloé Le Nectar made this occasion even more special, further underscoring what we do best at Coty – working closely with our partners to create dynamic, unforgettable retailtainment experiences.”
Geneva Airport Commercial Director Kristina Mees added, “We are thrilled to welcome the Chloé Bouquiniste pop-up to Geneva Airport, as well as becoming the first airport to offer an exclusive preview of Chloé’s Le Nectar ahead of its worldwide launch.
“At Geneva Airport, we continuously strive to create premium and memorable experiences together with our partners, and this exciting activation is a wonderful expression of that ambition.” ✈
