AUSTRALIA. Parfums Christian Dior has opened the first Maison Christian Dior boutique in Australia at Sydney Airport, in partnership with Heinemann Australia.
The pop-up boutique, open from May to July, is located at the T1 International Terminal Heinemann Tax & Duty Free departure store. It is the third Maison Christian Dior to open in an Asia Pacific airport and follows Singapore Changi (1 April) and Shanghai Pudong (16 April).
In line with the Maison Christian Dior aesthetic, the pop-up was designed to evoke the look of a Parisian home. The space, inspired by the French art de vivre (art of living), features white marble, polished concrete and Versailles wood flooring. A digital wall provides a “window” onto the Château de La Colle Noire in Grasse, where Christian Dior himself created some of the house’s most iconic fragrances.
The boutique offers an exclusive collection comprising 22 fragrances and a range of scented candles and soaps, created by Dior perfumer-creator François Demachy. Gift-wrapping and fragrance bottle engraving services are also available to customers.
The official opening of the boutique took place on 22 May, in the presence of representatives from Parfums Christian Dior, Sydney Airport and Heinemann. Invited guests included local media and Key Opinion Leaders (KOLs) as well as The Moodie Davitt Report*.
Speaking to The Moodie Davitt Report, Parfums Christian Dior Travel Retail Oceania Regional Director Susan Hardman underlined the significance of the Sydney Airport opening: “We see travel retail as a key market in the region, and this is a great opportunity to show travellers – particularly from China – who may not know Dior, a new concept and a very premium range that we are very, very excited about.”
Australians are Parfums Christian Dior’s number one customers at Sydney Airport, followed by the Chinese and New Zealanders, with Vietnamese as an emerging market, Hardman revealed.
With four points of sale in China, there is already a level of awareness of Maison Christian Dior among the Chinese. For Australians, however, the concept is completely new and will require some brand-building. “Part of our job is to educate the Australian public on the Maison Christian Dior concept, and we are working in partnership with the domestic market to build awareness and get travellers to visit our beautiful boutique. And I think after today we will really see an increase on social media exposure with our influencers and the media,” Hardman said.
Feedback on the boutique since its soft opening on 7 May has been positive, with the top five best-selling fragrances made up of Sakura, Lucky, Jasmin des Anges, La Colle Noire, and Ambre Nuit.
“We are thrilled with the results, and we just want to say a big thank you to our partners who have both really helped us – we couldn’t have done it without them,” Hardman said.
“With Sydney Airport and Heinemann Tax & Duty Free, we share the conviction that in a fast-changing retail landscape, it is crucial to offer more exclusivity and innovation to our customers. The launch of Maison Christian Dior in an airport that offers a world-class experience with tailor-made services that would not have been possible without the active collaboration of each party. This special relationship, made of mutual understanding of each other’s needs and constraints, is a great example of how working with a ‘Trinity’ spirit can bring to travel retail never-before-seen projects,” Hardman added.
Heinemann Australia Managing Director Richard Goodman also highlighted the longstanding partnership and “fantastic synergy” shared by both Heinemann and Christian Dior. “Ever dedicated to presenting unique retail experiences to elevate the overall travel experience, Heinemann Tax & Duty Free is proud to be working closely with Parfums Christian Dior and Sydney Airport to present a multisensory, immersive and personalised experience for our global shoppers with the exciting new launch of Maison Christian Dior.”
Goodman added that personalisation is more than just monogramming or engraving; it is about offering unique products and experiences that take travellers back to a special moment. “This space, architecture and customer experience are truly unique to the Maison Christian Dior brand and we are excited to continue to see it elevate the travel retail experience at Sydney Airport.”
Sydney Airport General Manager Retail Glyn Williams said that Christian Dior is a brand “synonymous with luxury and sophistication” and aligns with Sydney Airport’s retail strategy of delivering the best of global and local brands.
“The launch of Maison Christian Dior in an airport that offers a world-class experience with tailor-made services that would not have been possible without the active collaboration of each party” – Parfums Christian Dior Travel Retail Oceania Regional Director Susan Hardman
“The Maison Christian Dior collection is an exceptional offering for Sydney Airport passengers; and we’re thrilled to be one of the few airports in the world and the only location in Australia to showcase this incredible boutique,” he said.
“We’re focused on delivering exciting and exclusive retail experiences that surprise and delight our customers as they make their way through our transformed terminal.”
*FOOTNOTE: The Moodie Davitt Report provided instantaneous coverage of the Maison Christian Dior opening event via Instagram Stories – check out the ‘Christian Dior’ Story Highlight on our Instagram page.
