TÜRKIYE. Christian Dior Parfums, part of LVMH Group, has partnered with Unifree and Gebr. Heinemann to launch the Atelier of Dreams pop-up in Istanbul Airport. It is running until the end of December.
The podium is shaped like Dior Carousels and inspired by the Jardin des Tuileries.
As reported, it is one of many Atelier of Dreams pop-ups running throughout global travel retail with other locations in Heathrow Airport, Paris Charles De Gaulle Airport, Milan Malpensa Airport, Brussels Airport and Hong Kong International Airport among others.
Surrounded by sparkling gold, the pop-up highlights the L’or de J’adore, Miss Dior, Sauvage, Gris Dior, Rouge Dior and Dior Prestige lines.
Travellers are invited to explore the Dior holiday maze, with the help of Dior beauty advisors, to find their perfect Christmas gifts.
The experience begins at the centre of the maze as travellers are guided through a labyrinth until they find their preferred Dior gift from the brand’s triple-axis portfolio of fragrance, makeup and skincare.
The Dior Engraving Atelier is a standout feature of the animations. An artist is on-hand to engrave fragrance bottles and embroider pouches with star motifs.
The festive installation is also inspired by the Dior holiday campaign starring American actress Anya Taylor-Joy and shot by French cinematographer Benoît Delhomme. A golden holiday motif, created by Italian artist Pietro Ruffo, features prominently in the campaign and throughout the Christmas tree installations. The motif also features in limited-edition gift packaging.
The official ribbon cutting ceremony was held on 8 December and attended by top executives from LVMH Group, Gebr. Heinemann and Unifree.
These included LVMH Travel Retail Beauty Senior Vice President Alireza Danai; Christian Dior Parfums Travel Retail Europe General Manager Edouard Dordor; Christian Dior Parfums Travel Retail Area Manager for Heinemann Thierry Ducarre; Christian Dior Parfums Travel Retail Account Developer for Heinemann Alexander Cronert and Christian Dior Parfums Retail Manager Turkey Travel Retail Hande Yıldırım.
Unifree Duty Free Chief Commercial Officer Ceren Tonguç commented: ‘’We are thrilled to have the privilege to be here and to unveil a wonderful Dior holiday campaign in Istanbul Airport.
“As Unifree Duty Free, we are working hard to offer memorable experiences that will make our guests feel special. And through this extraordinary holiday campaign will all travellers delight and go on a special journey, in which they are transported to the Tuileries Garden in Paris.’’
“This truly elevated pop-up stands as a wonderful showcase of a spectacular assortment and an unforgettable experience,” added Gebr. Heinemann Director Marketing Jens Peter Peuckert. “With Dior, we share a vision of unique shopping experiences. Together we are expanding the horizons of travel retail.” ✈
