ITALY/GREECE. Roman luxury house Bvlgari has revealed two high-profile activations showcasing its reimagined Eau Parfumée Collection at Rome Fiumicino Airport and Athens International Airport.
The Rome activation, created in partnership with Lagardère Travel Retail, ran earlier this year. The Athens pop-up, launched in collaboration with Avolta, is currently ongoing.
The Rome Fiumicino pop-up drew inspiration from Bvlgari’s Via dei Condotti flagship boutique in Rome. Travertine marble columns, modern brass accents and a custom saffron-hued carpet and seating, inspired by a Roman sunset, created a luxury atmosphere for travellers to discover Bvlgari’s fragrances.
A marble table adorned with fresh flowers highlighted the Eau Parfumée Collection in the centre of the space. A living wall of lush greenery paid homage to the natural inspirations behind Bvlgari’s fragrances, while displays on either side presented the Maison’s high perfumery collections, Le Gemme and Allegra.
Three days a week, an on-site artist offered clients a bespoke watercolour illustration inspired by their chosen fragrance, creating a personal keepsake.
Following the Rome pop-up, Bvlgari and Avolta have partnered to launch the second Eau Parfumée pop-up at Athens International Airport.
Inspired by Roman architecture, Bvlgari’s signature saffron hue floods the space, complemented by a Pavonazzetto marble table adorned with a floral bouquet.
A floor-to-ceiling video wall charts the evolution of the Eau Parfumée Collection and introduces its refreshed flacon design. The same bespoke watercolour service as the one in Rome pop-up is available three days a week.
Reimagining Eau Parfumée
The Eau Parfumée collection began in 1992 when Master Perfumer Jean-Claude Ellena, inspired by a visit to the Mariage Frères tea emporium in Paris, created Eau Parfumée au Thé Vert, marking the world’s first tea-inspired fragrance. At the time, green tea extracts did not exist, making the creation a significant innovation in perfumery.
In 2003, Jacques Cavallier introduced Eau Parfumée au Thé Blanc for Bvlgari, crafted with authentic Chinese white tea leaves.
Thirty years after the debut of the original, both fragrances have been reimagined with advanced tea extraction techniques and elevated from Eau de Cologne to Eau de Toilette concentrations.
Eau Parfumée Thé Vert Eau de Toilette features 94% natural-origin ingredients including a green tea extract for the first time. The green tea is blended with bergamot to create a bright and fresh olfactory signature.
Eau Parfumée au Thé Blanc Eau de Toilette contains 89% natural-origin ingredients. It is made with China white tea supercritical fluid extraction to capture delicate floral and mellow fruity notes.
The updated collection is complemented by new Body Shower Gel and Body Lotion formats, as well as a 350ml Heritage Edition of Eau Parfumée Thé Vert Eau de Toilette.
The signature bottles retain their minimalist, Roman column silhouette but now feature botanical-embossed labels and a cap with a crackled inlay inspired by Chinese ceramics. ✈
