Colourful, playful and joyous: A rendering of the Bvlgari Allegra Maxi Shelley activation. The range makes its worldwide debut today at the CDF Mall in a stunning 360° luxury experience. We’ll bring you pictures from the launch in coming days.

CHINA. Italian luxury house Bvlgari today unveiled a spectacular global premiere of the Bvlgari Allegra Maxi Shelley at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan, in partnership with China Duty Free Group (CDFG).

The special line of Maxi Shelleys is designed to complement and personalise the exclusive Bvlgari Allegra fragrance collection launched in Haitang Bay in January.

Bvlgari Allegra Maxi Shelley combines the Italian brand’s fragrance and silk heritage in a 360° luxury experience at CDFG which offers enhanced personalisation to accessorise the fragrance collection. Bvlgari described the silk shelley as “the Italian accessory par excellence”. Allegra is an expression of cheerfulness or joy in Italian and that sense of emotion is evoked by the bright colours and rich textures of the Maxi Shelleys and the vibrancy of the fragrances.

More creativity. More enjoyment. More Italian emotions. That’s what is on offer in a sumptuous global premiere of an exclusive collection of silks designed to support and personalise the Bvlgari Allegra fragrance collection at CDF Mall

Customers at the CDF Mall can choose from an exclusive selection of Maxi Shelley silks to personalise their Bvlgari Allegra fragrances, opening a rainbow of styling opportunities. Each fragrance can be personalised by adding ‘Magnifying Essences’, including Rose, Bergamot, Patchouli, Vanilla and Musk.

With the CDF Mall being the best-performing travel retail location for the Bvlgari Allegra fragrance collection, it was the perfect door to launch the Bvlgari Allegra Maxi Shelley line globally, the brand said in a strong affirmation of CDFG’s luxury credentials.

“The Allegra Maxi Shelly represents a new dimension of personalisation behind the Bvlgari olfactive experience,” commented Bvlgari Perfume Managing Director Luis Miguel Gonzalez. “Following our unique creative philosophy, the Maxi Shelly has been created with the highest craftsmanship by our own artisans in our exclusive silk ateliers in the north of Italy.

CDFG President Charles Chen continued: “CDF is very excited about this collaboration with Bvlgari, together we share the same ambitious vision on this off-shore duty free project,  and have achieved amazing results since the mall opened in 2014.”

Luis Miguel Gonzalez added: “Each Maxi Shelly magnifies the superlative Italian emotions and stories; and magnifies another opportunity for our clients to wear a personalised perfume. They are colourful, emotional, playful and very joyful. Our clients will be able to express their emotions either by wearing them on their hair, decoratively to complement their fashion looks and to accessorise themselves.

“It gives them the flexibility to share their perfume preferences beyond the use on their own body; and add another way to magnify for more. We are very proud to have this worldwide premiere launch at the most important travel retail destination, Haitang Bay. This signifies the strong partnership between China Duty Free Group and Bvlgari.”

The CDF Mall is the highest-performing travel retail door for the Bvlgari Allegra Collection

The Bvlgari Maxi Shelley silks have been described as the Italian accessory par excellence

The Bvlgari Maxi Shelley silks are 100% made at the brands own silk atelier in Lake Como and celebrate both Italian artistry and Bvlgari’s silk craftsmanship and heritage.

Decades ago Bvlgari shook up the world of high jewellery by introducing silk cords to its jewellery creations. The idea, an instant success story, was to transform rubies, sapphires and emeralds into versatile, customisable and easy to wear ornaments that could match an outfit or fulfil a whim.

The Allegra Maxi Shelley silks feature intricate handmade drawings that showcase Italian artistry. They can be used to accessorise perfume bottles, bags, hats or worn as bracelets and necklaces.

Bvlgari Asia Pacific Perfume Travel Retail Managing Director Canny Kwok told The Moodie Davitt Report during a meeting at the company’s regional headquarters on the eve of the launch: “We are all super excited by this project. It is a ground-breaking axis in the beauty zone. Niche fragrances are growing very fast in China. Chinese consumers want to look for something new and different. A fragrance is no longer a social badge but a personal statement.

Niche fragrances are a growing trend in China and the Bvlgari Allegra Maxi Shelley line gives customers an extra layer of personalisation with silks and magnifying essences

“So the trend towards personalisation is very important in fragrances within China today. With the Allegra collection and the Magnifiers you can personalise each of these fragrances to your taste or mood.”

[Look out for more from Ms Kwok next week when we bring you a pictorial report on today’s premiere. Click here for a recent Jing Daily report on the exploding popularity of niche fragrances in China, coupled with the latest Jessica’s Secret Index which confirms the findings.]

The Bvlgari Allegra fragrance collection comprises five eaux de parfums (Clockwise from top left, above and below): Dolce Estasi, Fiori D’Amore, Fantasia Veneta, Rock’ N ’Rome and Riva Solare. Uniquely, each fragrance can be intensified by adding ‘Magnifying Essences’ including Rose, Bergamot, Patchouli, Vanilla and Musk.

Magnifying Essences enable customers to create their own olfactive signature with the Bvlgari Allegra Maxi Shelley line

The Bvlgari Allegra fragrance collection, launched by CDFG in Haitang Bay earlier this year, comprises five eaux de parfums: Riva Solare, Dolce Estasi, Fiori D’Amore, Rock’ N’ Rome and Fantasia Veneta.

The collection was inspired by expressive Italian emotions and memories. The ‘Magnifying Essences’ of Rose, Bergamot, Patchouli, Vanilla and Musk allow the wearer an eclectic range of personalisation options to suit every mood and occasion.

Riva Solare is a sparkling citrus floral scent inspired by an energising boat ride on the Mediterranean Sea, while Dolce Estasi is a powdery floral fragrance that evokes memories of sweet Italian pastries.

Fiori D’Amore is a velvety floral scent that mimics a giant olfactive bouquet of roses, while Rock’ N ’Rome is a liquorice floriental fragrance that pays homage to the vibrance of the Italian Capital.

Finally, Fantasia Veneta is festive, chypre fruity scent that portrays the joy of a Venetian party.

Italian emotions: The Bvlgari Allegra fragrance collection can be enhanced with ‘Magnifying Essences’ offering enhanced personalisation

A rainbow of colours: These sumptuous images show the edp ingredients for (clockwise from top left) Riva Solare, Dolce Estasi, Fantasia Veneta, Rock’ N ’Rome and Fiori D’Amore

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Footnote: China Duty Free Group is the exclusive Strategic Cooperation Partner of the Virtual Travel Retail Expo in October (11-15).

In an exciting development, CDFG is creating its own dedicated digital area in the Expo, called CDFG City, where it will showcase some of its most exciting current and planned projects. A gateway presence to CDFG City will feature in the Hainan Discovery zone, a key attraction at this year’s Expo, and the Retailer Emporium.

The CDFG management, buying, branding and merchandising teams will be out in full force at the Expo, both in CDFG City and Hainan Discovery, while also visiting the various brand exhibitors.

CDFG President Charles Chen will deliver the morning keynote address in the Knowledge Hub on the first day of the Expo.