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This new fragrance pop-up store is exclusive to Heinemann Duty Free in travel retail until February 2011 |
GERMANY. A new pop-up store concept dedicated to Dior fragrances has been launched at the Heinemann Duty Free Shop in Terminal 1B at Frankfurt Airport. The luxurious space in the ‘Heinemann’s Choice’ section focuses on Dior’s expertise in fragrances, make-up and skincare.
“Our aim is to carry on presenting customers with fresh highlights and surprising campaigns on the Heinemann’s Choice stages,” explained Gebr Heinemann Head of Activity Management Perfume/Cosmetics Katja Diehr.
“Working closely with our partner Dior, we have developed the superb concept of the pop-up store, which will encourage shoppers to discover Dior products in a unique atmosphere. In keeping with our slogan “˜It has to be Heinemann’, we want to give travellers something they won’t find at any other airport.”
This new fragrance pop-up store concept is exclusive to Heinemann Duty Free in travel retail from 1 November 2010 until February 2011. The concept will be rolled out as permanent travel retail spaces next year.
“With travellers from all over the world passing through, Frankfurt Airport is the perfect showcase for a premium international brand like Dior,” added Diehr.
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La Collection Christian Dior is a new collection of 10 fragrances exclusively created by Dior’s perfumer-creator François Demachy to honour the heritage of the Paris house. Each fragrance is hand-made and hand-packaged |
Travellers experience a fragrant Dior journey
As customers walk to the fragrance stage, they are greeted by La Collection Christian Dior – a collection of 10 new fragrances exclusively created by Dior’s perfumer-creator François Demachy to honour the heritage of the Paris house.
Travellers are then taken on a journey to Christian Dior’s homes in Granville and Milly-la-Forêt, where they discover the French designer’s former muse, Mitzah Bricard.
Aiming to be true to François Demachy’s famous quotation – “Flowers are Dior, and Dior is flowers” – the use of floral notes is the underlying theme of this new collection. Each of the ten fragrances – all hand-made and hand-packaged – features precious ingredients, including Cologne and orientals, women’s and men’s lines.
Dior’s savoir-faire is also highlighted with the launch of the gold-themed J’adore L’Or. Demachy “delved into the heart of the fragrance to express its quintessence and create the Essence de Parfum”, according to the house.
The sense of service and haute-couture is also mirrored in the focus area on Rouge Dior – where every shade is directly inspired by a Dior haute couture gown. With this new formula, Haute Couleur offers a range of enhanced hues.
Customers can benefit from makeovers and expert tips from dedicated Dior make-up artists in the pop-up store.
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Dior’s savoir-faire is also highlighted with the launch of the gold-themed J’adore L’Or Essence de Parfum |
