ITALY. Christian Dior Parfums has opened an exclusive pop-up boutique at Rome Fiumicino Airport in partnership with Lagardère Travel Retail.
Centred on the La Collection Privée fragrance collection, the activation is accompanied by a curated assortment of fragrances, skincare and makeup. According to the partners, the pop-up reflects a shared ambition to enhance the traveller journey through more exclusive and personalised engagement.
The space draws on the spirit of Dior’s legendary home at 30 Avenue Montaigne in Paris and is inspired by the House’s couture heritage. It reinterprets Dior’s ‘New Look’ (a cinched silhouette popularised by Christian Dior in the 1940s) codes through a warm and luminous design.
Marble, refined fabrics and gilded metal combine to create a setting that expresses Dior’s savoir-faire and heritage.
A fragrance discovery experience is a central feature, inspired by the couturier-perfumer’s atelier and designed by Dior Perfume Creation Director Francis Kurkdjian. Here, travellers are invited to discover La Collection Privée through bespoke consultations with a spotlight on the new Cuir Saddle fragrance.
The experience is further elevated through a selection of customisable accessories available in Dior’s signature patterns, adding an additional layer of personalisation.
In addition to La Collection Privée and other key fragrance franchises, travellers can discover Dior Makeup essentials such as Rouge Dior and Dior Forever, designed by Dior Creative and Image Director Peter Philips. Visitors can also experience Dior Skincare’s flagship lines, including Dior Prestige and Dior Capture.
Lagardère Travel Retail Italia Chief Executive Officer and Managing Director Alberto Niero said, “We are proud to celebrate the opening of this new Dior pop-up store, brought to life through our close collaboration with Dior and Aeroporti di Roma.
“This project embodies our shared ambition to continuously elevate the passenger experience, blending luxury and innovation with a strong sense of place. Together, we are delighted to offer travellers an immersive encounter with one of the world’s most prestigious luxury houses, further enriching the premium retail landscape at Fiumicino Airport.”
“The strategic partnership between Rome Fiumicino Airport, Lagardère and Christian Dior Parfums exemplifies a powerful synergy in the travel retail landscape,” commented Christian Dior Parfums Managing Director Travel Retail Europe Paul Boissonnet.
“Rome Fiumicino Airport’s commitment to enhancing passenger experience and fostering a premium retail environment dovetail seamlessly with Lagardère’s expertise on accelerating business growth through innovative partnerships and optimised retail operations.
“With this exclusive space, we are delighted to bring La Collection Privée to Italy and connect with our international clientele within a sophisticated and captive environment,” Boissonnet continued. “As we embark on this exciting journey, I want to express my sincere appreciation for the contribution of everyone involved.”
Aeroporti di Roma Chief Commercial Officer Marilena Blasi added, “Today’s inauguration of the Dior Parfums pop-up in the heart of our luxury zone is a clear sign of the direction we are taking at Rome Fiumicino Airport: shaping a truly Skytrax 5-star passenger journey through excellence, innovation and world-class partnerships.
“This opening, made possible thanks to the strong collaboration with Dior and Lagardère, adds an iconic brand to a retail environment that already represents the very best of global luxury, creating a new premium touchpoint within our commercial offer.” ✈
