UAE. L’Oréal Travel Retail Europe, Middle East, Africa & India (EMEAI) teamed up with Dubai Duty Free to launch Valentino Born in Roma Green Stravaganza with a global avant-première on 2 January.
The supporting retailtainment experience at Dubai International Airport is running until 31 March. The Born in Roma Green Stravaganza campaign takes centre stage on more than 15 animation sites, with out-of-home activations colouring the airport green.
The pop-up highlights three perfumes: Born in Roma Green Stravaganza Eau de Parfum, Born in Roma Donna Green Stravaganza and Born in Roma Uomo Green Stravaganza.
L’Oréal Travel Retail EMEAI General Manager Iulia Stan said, “With immense pride, we unveil our latest fragrance launch in a worldwide avant-première at Dubai International Airport with Born in Roma Green Stravaganza.
“Choosing Dubai Duty Free was an intuitive decision, given its position as the top platform for Valentino in travel retail Europe.
“This collaboration reasserts our strategic partnership with Dubai Duty Free, setting the stage for a long and successful alliance between two industry leaders.”
Born in Roma Green Stravaganza podium pays tribute to Valentino Creative Director Pierpaolo Piccioli’s ‘colour, cool, couture’ mantra. It features green and pink hues and the brand’s signature ‘rock stud’ pattern, while neon accents round up the edgy design.
The accompanying visuals showcase Valentino dresses, highlighting the characteristics of each scent.
The retail experience offers an interactive discovery table featuring Born in Roma fragrances. Travellers can explore the ingredients of each perfume through a video display on picking up a bottle.
The activation incorporates a make-up station where beauty advisors share their expertise through flash make-up looks. The counter provides a range of products including Rosso Valentino, Go-Clutch and Twin Liner.
Valentino noted: “Step into the Born in Roma Green Stravaganza, where retail design becomes a manifestation of artistry, echoing the creative vision of Pierpaolo Piccioli.
“It’s not just a store, it is an immersive encounter that takes you on a journey into the heart and soul of Valentino Beauty.” 
