FRANCE. L’Artisan Parfumeur (Puig) has partnered with Extime Duty Free (the joint venture between Lagardère Travel Retail and Groupe ADP) to launch an experiential pop-up space at Paris Charles de Gaulle Airport (CDG) Terminal 1. It launched in October and is running until the end of December.
The activation marks the exclusive launch of Minuit à Paris, a limited-edition fragrance created for Extime Duty Free.
Designed in the style of Parisian apartment (l’Appartement Parisien), the pop-up draws on aesthetic codes from the 1970s. It features an intimate apartment setting, encouraging travellers to explore and engage with the brand’s rich olfactory world and Parisian heritage.
It features a fragrance discovery table, consultation area and a zone dedicated to L’Artisan Parfumeur’s home scents. The experience culminates at the brand’s La Cérémonie des Accords fragrance profiling tool.
Strong sense of place underpins the activation which features Eiffel Tower keychains and postcards designed in collaboration with French artists. In addition, travellers can personalise the exclusive Minuit à Paris with engraving services.
Notably, the pop-up merges the worlds of French perfumery and gastronomy by offering complimentary macarons by Parisian patisserie Pierre Hermé and chocolates from Valrhona.
On 18 November, the pop-up was updated to a seasonal motif and now features a Christmas tree and holiday decorations.
Puig and Extime celebrated the animation with an exclusive event on 10 December, attended by all stakeholders.
Extime Duty Free Paris Executive President Guy Bodescot described the pop-up as “a unique brand immersion combining consumer engagement and exclusivity.” He said that it was the result of a strong partnership between Extime Duty Free and Puig.
Minuit à Paris is an oriental spicy unisex fragrance crafted by Perfumer Mathilde Bijaoui. Launched in April exclusively with Extime Duty Free, the fragrance combines vanilla-laced rum accords with spicy pink pepper. ✈
