Coty unveils pop-up to celebrate Gucci Bloom Nettare di Fiori launch

Coty has unveiled a pop-up in selected airports through August and September to celebrate the launch of Gucci Bloom Nettare di Fiori, described as the final chapter in the Gucci Bloom fragrance story.

The pop-up brings to life the campaign idea of a dream-like moment inside an apartment, where nature flourishes, overgrown plants and flowers entwine the space,
transforming it into a room that’s “intimate and surreal”.

The scene is designed to convey a drifting between dream and reality, in particular transporting passengers from the airport into a dreamlike moment.

Popping up all over the world: The campaign has been implemented in several high-visibility airport locations, including London Heathrow Airport (pictured above and below).

To discover the fragrance, shoppers are invited to a ‘tea ceremony’, featuring dry tea leaves and scented flowers showcased in tea cups. This olfactive experience allows shoppers to discover the “sensual” blend, which includes notes of Rose, Ginger and Osmanthus.

To embody the more intense essence, the pop-up is decorated in a new black shade of the whimsical floral print Herbarium. The toile de jouy pattern of leaves, cherry branches and flowers is designed to create an impactful statement within the travel retail environment.

As reported, Gucci Bloom Nettare di Fiori completes the first portfolio of women’s fragrances by Gucci Creative Director Alessandro Michele.

The new line (#InBloom), is available in 30ml, 50ml and 100ml. It went on counter in travel retail this month in Europe and the Americas. Asia will follow in September.

Coty unveiled the initial Gucci Bloom fragrance in May 2017, Michele’s debut Gucci scent developed in collaboration with Master Perfumer Alberto Morillas. It was followed earlier this year by Bloom Acqua di Fiori.

[image_magnify src=”” src_big=”” alt=”” /]

[Take a look behind the scenes at the making of the Gucci Bloom Nettare di Fiori campaign]

(Above and below) The advertising campaign stars American actress Dakota Johnson; US model, writer and actress Hari Nef; and New York-based curator and writer Petra Collins.

Food & Beverage The Magazine eZine