FRANCE. Givenchy Beauty (LVMH Beauty) has partnered with Extime Duty Free (the joint venture between Lagardère Travel Retail and Groupe ADP) to unveil a striking pop-up at Paris Charles de Gaulle Airport. The animation, located in Terminal 2E, marks the global launch of L’Interdit Le Parfum.
Positioned as the ‘Last stop in Paris before take-off’, the activation invites travellers to discover the new fragrance through an immersive experience rooted in Givenchy’s Parisian heritage.
The pop-up’s design is inspired by the Paris metro. Graphic patterns, neon lighting, ceramic tiles and bold structural elements bring L’Interdit Le Parfum’s story to life. It invites travellers to stop and indulge in a ‘forbidden’ experience before take-off.
This Parisian Metro setting underscores the brand’s mission to deliver sense of place in travel retail, reinforcing its connection to both the city and its heritage.
The pop-up features an array of experiential elements under the theme ‘The New Thrill of L’Interdit Parfum’. A photo booth enables travellers to capture a souvenir of their ‘forbidden’ encounter, while an engraving service offers product personalisation.
L’Interdit Le Parfum is the latest iteration of the hero Givenchy fragrance. The original scent was first created for Audrey Hepburn in 1954 and introduced to the public three years later.
The fragrance is characterised by a woody and balmy profile. Bitter almond essence combines with orange blossom, tuberose and jasmine. Mimosa Absolute adds velvety floral depth, while vetiver and patchouli create a lingering trail. ✈
