DFS unveils Masters of Fragrances and new flagship store in Abu Dhabi

The Bottega Veneta Masters of Fragrances creation

As documented by The Moodie Report’s Twitter and Instagram feed, today in Abu Dhabi DFS Group took its prestige fragrance business to a completely different level, through the unveiling of two key initiatives: the inaugural Masters of Fragrances event, and the official opening of Fragrances by DFS – a new luxury boutique concept – at Abu Dhabi International Airport Terminal 3.

Masters of Fragrances began this morning, with an address by DFS Group Chairman and CEO Philippe Schaus, who gave a brief presentation on the history and heritage of DFS – and on how and why the Masters Series evolved.

This was followed by a fascinating session led by fragrance expert and author Michael Edwards, who was joined by a selection of brand ambassadors from Guerlain, Bvlgari, Salvatore Ferragamo and Dior. Media guests were then invited to preview the Masters of Fragrances exhibition, at the Manarat Al Saadiyat Gallery. The Gala event takes place this evening.

“This Masters of Fragrances event has elevated fragrances to such a high level,” DFS Chief Operating Officer Michael Schriver told The Moodie Report. “It really is something exceptional, both for us and for the brands. And in the future we hope that this will become an event that brands really look towards, to be able to showcase their extraordinary creations. We want it to become an event that brands want to be a part of.”

The second big reveal of the day took place at Abu Dhabi International Airport (also reported here). Fragrances by DFS is the group’s new flagship fragrance concept, a prototype that will subsequently be rolled out, with appropriate modifications, to other locations around the world. Its upscale offer includes a number of global travel retail exclusive listings, such as Diptyque, Bond No9, and By Kilian.

“Fragrances by DFS originated as an ambition on the part of the merchants to really redefine how we sell fragrance,” Schriver explained. “We wanted to make it more experiential”¦This shop is not just about brands, it is about fragrance, which is part of the lifestyle in this region.”

As a single space, it is DFS Group’s largest fragrance space anywhere in the world – including the downtown portfolio.

Schriver added: “This airport’s consumer completely represents everything we are trying to achieve via this fragrance concept, and therefore Abu Dhabi was the ideal location [for its debut]. We have never before tried to prototype a new concept in an airport – this is a first for us, and it’s very difficult to do. But we did it, because we felt that this was such a perfect and important location.”

Every Fragrances by DFS boutique will feature two signature “˜panther’ merchandising units

Abu Dhabi Airports Chief Commercial Officer Mohammed Al Bulooki said of the new store: “The opening of the Fragrances by DFS boutique is another milestone in Abu Dhabi Airports’ commitment to redefining the passenger shopping experience within the airport.

“Fragrances were the second highest earner for Abu Dhabi Duty Free 2013 revenues and now the choice on offer of luxury brands has increased to meet passengers’ demands. The new Fragrances by DFS boutique in Terminal 3 has been artistically designed across 2,726sq ft of retail space similar to a luxury high street store. The products will be displayed in a way that will offer passengers a unique experience created through timeless quality design with unique character.”

– The full feature on Masters of Fragrances, and the new Fragrances by DFS store concept, will be published soon on The Moodie Report.com

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