AUSTRALIA. Guerlain, part of LVMH Group, has partnered with Heinemann Australia to create a Parfumerie D’Art pop-up at Sydney Airport Terminal 1, a first for Australian travel retail.
The animation celebrates Guerlain’s fragrance craftsmanship and heritage and offers rare and exceptional pieces, including the newly launched Néroli Plein Sud and Guerlain’s L’Art & La Matière fragrance collection. It launched on 11 January and is running until 4 April.
The pop-up is dressed in an elegant gold palette that blends fragrance and art. Travellers can discover the Néroli Plein Sud and the L’Art & La Matière fragrance collection via an interactive fragrance table.
In addition, travellers can personalise their purchases with custom bottle caps, cords, seals, tassels and ribbons via a dedicated customisation area. Shoppers can also engrave their initials or short messages onto the bottles and wrap their purchases with luxury Guerlain-branded packaging.
Guerlain’s flagship store in Block C showcases the most premium collections in Guerlain’s prestige portfolio. The pinnacle of this is Guerlain’s Parfumerie d’Art Exceptional Creations, which are rare, limited-edition expressions that blur the lines between art and fragrance.
The latest Chinese New Year Millésime 2024, created by Atelier Truscelli, and the Cherry Blossom Millésime 2024, created by Philippe Ferrandis, are also showcased at the pop-up.
Guerlain’s L’Art & La Matière collection, described as the crowning jewel of Guerlain’s haute parfumerie offer, was originally launched in 2005 and relaunched in 2021. The revamped range takes inspiration from the art world and features 22 eaux de parfums, which are claimed to use only the finest ingredients in the fragrance world.
The unisex L’Art & La Matière flacons, available in 100ml and 200ml formats, were conceived as ‘objets d’art’. They pay homage to Guerlain’s heritage square bottle, introduced in 1870. Like the original square bottle, the new versions are produced by French glassmakers Pochet du Courval.
Néroli Plein Sud, the newest addition to the range, is inspired by French author Antoine de Saint Exupéry’s novel Southern Mail. It is centred around a Moroccan Neroli note.
The L’Art de Vivre: Home collection is another fragrance highlight. The range, which comprises candles and scented diffusers, extends Guerlain’s fragrance expertise into home scents. It is designed to complement the eaux des parfums of the L’Art & La Matière line.
In addition, Guerlain’s Rouge G lipstick line and Orchidée Impériale skincare line are also available at the pop-up, underlining the brand’s triple-axis portfolio. Orchidée Impériale is a complete skincare range centred around a rare orchid ingredient.
Guerlain first introduced its hero Rouge G lipstick collection in 2009. Rouge G offers a wide palette of highly pigmented lipstick shades. Visitors to the pop-up can enjoy flash makeup services and makeup consultations with the help of Guerlain Beauty Experts. ✈
