TÜRKIYE. Italian luxury house Bvlgari has partnered with Gebr. Heinemann and Unifree Duty Free to showcase the Allegra fragrance collection with an AI experience at Istanbul Airport.
The pop-up – running from 1 January to 31 March – offers an immersive fragrance experience in the heart of the main beauty area of Unifree Duty Free.
Inspired by the vibrant hues of the Allegra collection, the animation features Bvlgari’s signature saffron carpet, with a life-sized silhouette of the Allegra fragrance bottle at the front.
Travertine stone displays and rose-gold fixtures are dotted throughout the animation with the latter paying homage to the precious metals used in Bvlgari’s fine jewellery lines.
A generative AI (artificial intelligence) experience features at the centre of the pop-up to transport travellers to an immersive and interactive world, which blends scents, sights and sounds to bring the Allegra collection to life.
A mixing console turns customers into DJs as they create their own ideal combination of a Bvlgari Allegra Eau de Parfum and Magnifying Essence.
The experience culminates with personalised generative audio and video artwork that is distinctive for each user.
Each month, the pop-up highlights different themes that are rooted in Italian culture. In January, the animation’s theme was Celebrazioni and saw an illustrator drawing travellers’ portraits on site.
In February, the theme is Passione and sees travellers receive small red flower bouquets, a gesture which is representative of Italian love and passion.
In March, the animation’s theme will be Mediterraneo. In selected days throughout March, the pop-up will welcome an illustrator drawing artworks inspired by the Mediterranean.
To support the animation, Bvlgari has launched a dynamic OOH media and targeted social media campaign at the airport. The campaign builds awareness for the Allegra Baciami Eau de Parfum and drives traffic to the animation.
On 30 January, the partners hosted a VIP event to celebrate the opening of the first-ever Bvlgari Allegra immersive experience. It was attended by executives from Bvlgari, Gebr. Heinemann, Istanbul Airport and Unifree Duty Free as well as key media, KOLs and other stakeholders.
Notable attendees included local influencers Sibil Çetinkaya and Buse Terim Bahçekapılı, who created their own Bvlgari Allegra olfactive signature with the AI experience.
Unifree Duty Free Chief Commercial Officer Ceren Tonguç commented: “At Unifree Duty Free, our foremost priority is delivering exceptional service and crafting an exceptional shopping journey for our customers. Serving as a pivotal link between global brands and passengers, we are delighted to introduce Bvlgari Allegra animations at our Unifree Duty Free store in Istanbul Airport.
“This initiative offers travellers a multi-sensory, personalised experience, leveraging cutting-edge trends and technology. Our ongoing objective is to continually enhance communication between passengers and brands, ultimately elevating the overall customer experience.”
“The pop up stands for extraordinary luxury and shows what is possible in travel retail when the right partners join forces,” added Gebr. Heinemann Marketing Director Jens Peter Peuckert. “We are delighted that Bvlgari is targeting travellers with a multi-channel approach to create awareness for this project. Together with Bvlgari, we celebrate the creation of a truly exceptional shopping experience, enriching our already spectacular assortment with unparalleled elegance.”
Bvlgari Allegra
Allegra means ‘joyful’ in Italian and 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 seven Magnifying Essences, including Bergamot, which is made with the zest of freshly harvested citrus fruits. ✈
