Coty Travel Retail is expanding the Chloé Atelier des Fleurs Mediterranean Essences fragrance collection to key travel retail locations across Europe, the Americas and Asia Pacific via a series of immersive bouquiniste pop-ups.
As reported, the latest expansion builds on the collection’s launch in March.
Inspired by the open-air booksellers that line the banks of the River Seine in Paris, the bouquiniste retail concept is designed to offer travellers an immersive journey into the Chloé Atelier des Fleurs fragrance universe.
The pop-ups combine storytelling with elevated retail theatre, inviting travellers to explore the collection through a multi-sensory experience.
In Asia Pacific, the campaign has already launched at Singapore Changi Airport with The Shilla Duty Free. It is also running with KIX Duty Free at Kansai International Airport until the end of July and with King Power Duty Free at Phuket International Airport until September end.
The European roll-out will continue with a bouquiniste activation at Geneva Airport in partnership with Lagardère Travel Retail from 5-25 August. This will be followed by a month-long activation with Unifree Duty Free, the Gebr. Heinemann-led joint venture at Istanbul Airport, throughout September. Further locations will be announced soon.
Coty Travel Retail said the continued expansion reflects the strong performance of the collection since launch and reinforces its strategy of bringing premium fragrance experiences to travellers through immersive retail concepts across key global travel retail locations.
Coty Global Travel Retail Senior Vice President Mette Engell said, “The successful debut and continued roll-out of Chloé Atelier des Fleurs Mediterranean Essences showcases what we do best at Coty – creating unparalleled olfactive experiences for our customers.
“As we continue to expand across Europe, the Americas and Asia Pacific, we are bringing this unique olfactive universe to more consumers worldwide, offering a distinctive and elevated fragrance experience at every touchpoint.”
Mediterranean Essences
The fragrance line was inspired by Founder Gaby Aghion’s formative experiences along the Mediterranean coast, particularly in Ramatuelle, where she spent time with the late Karl Lagerfeld (formerly Creative Director of Chanel). The launch reflects Chloé’s continued emphasis on instinctive, free-spirited creativity, a philosophy that has defined the brand since its inception in 1952.
Mediterranean Essences translates the region’s natural textures, colours and light into olfactory form. The scents evoke sun-warmed sand, coastal vegetation, wild garrigues (lowland shrubs typically found in the region) and pine forests delivering what the House describes as a “naturalist, sensual portrait” of the Mediterranean.
Each creation explores lesser-known facets of familiar ingredients, aligning with Atelier des Fleurs’ approach to focusing on singular botanicals. The scents make subtle references to Chloé’s signature plissé soleil (a delicate pleating technique).
The collection comprises four fragrances: Sable Lavande, Vert Soleil, Plage du Figuier and Plage du Figuier. ✈
