UAE. Luxury fragrance brand Byredo, part of Puig, has partnered with Dubai Duty Free to unveil its first travel retail pop-up in the Middle East.
Launched in August 2024, the pop-up is located in Terminal 1, Concourse D at Dubai International Airport (DXB). It will run until April 2025.
Byredo’s first large-scale activation in the region, the pop-up features neutral tones and curved forms that reflect the brand’s minimalist aesthetic.
A curated selection of Byredo’s most popular fragrances and exclusive products are on display, including Bal D’Afrique, Black Saffron and Blanche in 50ml, 100ml and 250ml sizes.
The Byredo pop-up offers a tailored shopping experience, with fragrance experts on hand for personalised recommendations.
To celebrate the tenth anniversary of the Mojave Desert fragrance, a limited-edition bottle with custom engraving is available at the animation. Inspired by the desert flower, the scent evokes “strength and resilience”, the brand said.
In addition to the brand’s core fragrance range, the pop-up offers Byredo bath products, fragrance discovery sets and accessories from its ByProduct line, including eyewear and leathergoods. Travellers can also take advantage of additional services such as engraving, calligraphy and complimentary gift wrapping.
Puig Executive Vice President Global Travel Retail Kaatje Noens commented: “Byredo’s debut in the Middle East travel retail market at Dubai International Airport marks a significant milestone for the brand.
“As consumers continue to seek memorable and luxurious experiences, we are thrilled to offer Byredo’s distinctive fragrance and accessory collections in such a vibrant location. This exclusive pop-up allows us to connect with travellers in a meaningful way, offering them a personalised and memorable experience that reflects the essence of Byredo.”
Founded in 2006 by Ben Gorham in Stockholm, Byredo has established itself in the luxury fragrance market through its focus on creating products that evoke emotions and memories. The brand’s creative approach is showcased via its thoughtfully crafted fragrance and accessory collections.
This latest activation underscores the brand’s ongoing efforts to expand its presence in travel retail, while offering an evocative retail experience for passengers at one of the world’s busiest airports. ✈
