SINGAPORE. Roman luxury house Bulgari has partnered with The Shilla Duty Free Singapore to unveil a high-profile activation at Singapore Changi Airport Terminal 3 Departures.
The Changi 1st pop-up – running until 10 November – debuts the Bulgari Allegra Art of Living collection, extending the Allegra fragrance range with scented candles and bath & body products.
The animation was officially inaugurated yesterday (9 October) by key management representatives from Bulgari, Changi Airport Group and Shilla Duty Free Singapore.
The event also featured celebrity appearances from actor Ayden Sng, singer-songwriter Benjamin Kheng, radio DJs Kimberly Wang and Sonia Chew, and model and actress Sheryl Ang.
Bulgari noted: “Since its debut, the Bulgari Allegra eaux de parfums collection has represented a new expression of scent and emotion.
“With the introduction of the Bulgari Allegra Art of Living Collection, the sublime character of each Bulgari fragrance is reimagined as a line that complements daily life in the most intimate ways.”
Allegra Scented Candle’s sculpted silhouette takes inspiration from Roman columns, paying homage to Bulgari’s heritage. The candle features a pure cotton wick and is crafted with coconut oil and mineral wax.
“As chiselled olfactory jewels, the candles adhere to the exacting standards of all Jacques Cavallier creations,” stated Bulgari.
The Hand and Body Liquid Soap gel, available for SG$94 (US$71.96) creates a smooth and voluptuous lather on contact with water. The Hand Cream, priced at SG$73 (US$55.88), features a ‘melt-in’ emulsion that is non-greasy and absorbs quickly.
The bath & body products come in Bulgari Allegra scents: Baciami, Fiori D’Amore and Riva Solare.
Bulgari has also extended its Le Gemme collection with Sahare, priced at SG$446 (US$341.41) for a 60ml flacon. The fragrance, first launched in Asia Pacific, features Taif rose and ambergris accords.
Visitors to the Changi pop-up can also find the full Bulgari Allegra eau de parfums and Magnifying ranges, including the latest Chill & Sole Eau de Parfum and the complementary Bulgari Allegra Maxi Shelley silk scarves line.
Bulgari noted: “The Bulgari Allegra collection reflects superlative Italian emotions that can be personalised through Magnifying essences for a sublime fragrance experience.”
Through interactive displays and experiences, the Bulgari pop-up offers a sensory journey into the world of Roman high perfumery.
Guests can explore the Bulgari Allegra collection through the ‘Fragrance of Your Journey’ interactive digital display where they can choose an Allegra Eau de Parfum and pair it with a Magnifying Essence to create a personalised fragrance.
Through the Bulgari Gems Road interactive display, passengers are introduced to the stories behind the gem roads that inspired the exclusive Bulgari Le Gemme collection.
The maison noted: “The display showcases how the artistry of fine jewellery and fragrance unite to create perfumes as rare and vibrant as the gems themselves.”
The pop-up also offers the Art of Living hand massages, incorporating the new products, as well as a fragrance bottle personalisation service (only at weekends) where guests can choose between engraving or painting.
Bulgari Parfums Managing Director Asia Pacific, Domestic & Travel Retail Herve Debacque remarked: “We’re beyond excited to showcase at Changi Airport the first-in-the-world launch of the Allegra Art of Living Collection and the captivating new addition of Le Gemme Sahare to the Le Gemme collection.
“Our high-end pop-up brings the remarkable Bulgari client journey to travel retail, offering a luxurious and personalised experience. From bottle engraving and hand massages to bespoke fragrance and styling consultations, we are redefining how travellers engage with our world of luxury.”
Changi Airport Group Senior Vice President Airside Concessions Chandra Mahtani commented: “We are proud that the Allegra Art of Living Collection has been globally launched at Changi Airport, via this Changi 1st activation, in collaboration with Shilla Duty Free Singapore and Bulgari.
“Together with the first-in-Asia Pacific launch of Le Gemme Sahare and this exclusive pop-up concept, we hope that Changi Airport will be cemented in travellers’ minds as the go-to destination for exclusive products and one-of-a-kind experiences.”
The Shilla Duty Free Singapore Vice President Managing Director Jeff Lee said: “Our well-established partnership with Bulgari is illustrated in this delightful high-end pop-up where guests can enhance their travelling experience with the most prestigious fragrance experiences.
“We continue to strive to bring the best brand launches for travellers.” ✈
