Bvlgari invites Changi travellers to #CHOOSEYOURTREAT at world’s first Omnia Pasticceria pop-up

SINGAPORE. Bvlgari has opened its first Omnia Pasticceria pop-up store in Asia Pacific at Singapore Changi Airport Terminal 3, in partnership with The Shilla Duty Free and Changi Airport Group.

Opened on 18 March and running till 14 April, the pop-up store is being supported by Bvlgari’s new #CHOOSEYOURTREAT global campaign, which invites consumers to indulge in the maison’s Omnia fragrance collection.

The new Bvlgari campaign reimagines Omnia fragrances as candy-coloured confections.

Inspired by the Italians’ love of dolce and Italy’s famed gelaterie (gelato shops) and pasticcerie (pastry shops), the pop-up reimagines the four Omnia fragrances as candy-coloured confections, presented in limited-edition box packaging.

This Changi First collaboration will see the limited-edition Bvlgari Omnia collection retailing exclusively at The Shilla Duty Free stores at Changi Airport until 30 March. The pop-up concept will roll out to select travel retail locations worldwide in mid-April.

Perfumery and pasticceria come together in Bvlgari’s first fragrance pop-up at Changi.
(Above and below) The colourful bonbon-like Omnia bottles are brought to life on cake stands and shiny cupcake wrappers, complemented by the limited-edition striped packaging.

Speaking at the grand opening of the pop-up on 21 March, Bvlgari Parfums Asia Pacific Managing Director Canny Kwok said: “Thanks to this collaborative partnership, we are able to share with everyone – no matter where they are from or where they are heading to – the Italian love of dolce through this delightful interpretation of our delectable Omnia collection.

“Today we have transported here for you a candy shop, a pasticceria from Italy, in which you can #CHOOSEYOURTREAT. The fun of going into a candy shop is that you can enjoy and explore a kaleidoscopic confectionery full of sensory delights. From the colourful bonbon-like bottles and the candy showcase to the aromatic profusion of juicy grapefruit, pomegranate, rose and vanilla, we are in a whimsical world of pleasure where perfumery and pasticceria meld into one.

“It is our privilege to have you all here in our Omnia Pasticceria to have an exclusive taste before this pop-up concept rolls out to the rest of the world from mid-April. I hope you’re as ready as I am to indulge in all these treats that our Omnia Pasticceria has to offer, and I wish you a very unforgettable experience.”

The sweet spot: The ribbon-cutting was officiated by (left to right) Shilla Travel Retail Merchandising Director Chillie Por, Bvlgari Parfums Asia Pacific Managing Director Canny Kwok, Shilla Travel Retail Managing Director Jeff Lee, actor and singer-songwriter Nathan Hartono, Bvlgari Parfums Perfume Sales Managing Director Maria de la Hera, Changi Airport Group Senior Vice President Airside Concessions Teo Chew Hoon, and Bvlgari Parfums Perfume Business Unit Managing Director Luis Miguel Gonzalez Sebastiani.
(Above and below) A kid in a candy store: Singaporean actor and singer-songwriter Nathan Hartono made an enthusiastic appearance at the Bvlgari Omnia Pasticceria.

The pop-up’s grand opening ceremony was officiated by representatives of Bvlgari Parfums, The Shilla Duty Free and Changi Airport Group, with a special appearance by Singaporean actor and singer-songwriter Nathan Hartono. Among the invited guests were leading local influencers such as Salina Chai and Christabel Chua, as well as Miss Universe Singapore 2016 Cheryl Chou. The Moodie Davitt Report* also attended the event.

Travellers at Changi Airport T3 get to enjoy exclusive weekly on-site activities and promotional deals. Besides a range of GWPs, customers who purchase the limited-edition Omnia fragrances get the opportunity to have their digital portraits done live by renowned French artist Bertrand de Miollis. They can also try their luck at the candy-themed capsule vending machine for a chance to win instant prizes.

In addition, travellers can also share their experiences at the Omnia Pasticceria by writing postcards and personalising them with dessert-themed stickers and Singapore stamps.

(Above and below) Travellers can sample the four Omnia fragrances by spraying them on coloured ribbons which can be tied around their wrists.

The candy-themed capsule vending machine adds a touch of fun and retailtainment.
Travellers can personalise handwritten postcards with a variety of stamps and stickers.

A spirited performance by Nathan Hartono concluded a successful opening.

Sharing the essence of Bvlgari through a sweet, sensory adventure

The opening of Bvlgari Omnia Pasticceria marks the brand’s first fragrance pop-up collaboration with The Shilla Duty Free Singapore and Changi Airport Group.

Speaking to The Moodie Davitt Report, Bvlgari Parfums Asia Pacific Managing Director Canny Kwok said: “Changi is one of the top airports in Asia, even in the world – it has a very qualitative traffic mix and very nice retail environment. One of the objectives we share very strongly with Changi Airport Group and The Shilla Duty Free is providing entertainment and new experiences to travellers. Our goal with this pop-up is very customer-centric: we wanted to bring excitement and share the joyfulness of the brand with the travelling audience in this airport.”

“Our goal with this pop-up is very customer-centric: we wanted to bring excitement and share the joyfulness of the brand with the travelling audience in this airport,” said Bvlgari Parfums Asia Pacific Managing Director Canny Kwok.

Bvlgari Parfums Perfume Business Unit Managing Director Luis Miguel Gonzalez Sebastiani added: “Changi Airport is one of the top five airports for our brand. Beyond the strong partnership we have here and the great image environment and fantastic shopping experience it offers, we are seeing more and more the importance of great service and instore consultation in generating value to our customers, by letting them explore, understand and experience our products.

“The pop-up is an example of how far we can take this service in travel retail. Twenty years ago, it was great just to have a good value proposition through a lower pricing or duty free savings, but now consumers are looking for more – they want to be surprised, they want to experience new things. The key airports and travel retail operators in Asia are definitely one step ahead when it comes to understanding these consumer expectations and reacting in an agile way to meet those expectations.”

The pop-up concept was designed to introduce consumers to the world of Bvlgari through the Omnia fragrance collection. “Bvlgari Parfums is extremely focused on creating magnificent perfume experiences. A pop-up is the biggest expression of our brand where we invite people into the house of Bvlgari, so for us this is more than just a pop-up. It is a way of recreating the Bvlgari experience of how we craft and share the gems of nature,” said Sebastiani.

“Each of the Omnia fragrances – Crystalline, Amethyste, Coral and Pink Sapphire – is inspired by a precious gem, and the collection has always been inspired by the joyful emotions behind the colourful gemstones. The Omnia collection plays a key role for us because it is the first point-of-entry into what Bvlgari has to offer as a luxury brand. The fragrances are definitely oriented to a younger clientele than the rest of our portfolio,” he added.

“Bvlgari Parfums is focused on creating magnificent perfume experiences,” said Bvlgari Parfums Perfume Business Unit Managing Director Luis Miguel Gonzalez Sebastiani (right), pictured here with Bvlgari Parfums Perfume Sales Managing Director Maria de la Hera.

Sebastiani continued: “With the pop-up, we are trying to bring people into a high-end Italian pasticceria, recreating the mix of colours, flavours, sensations, smells and emotions so they can experience the world of fragrance in a completely immersive way. We want to make sure that all the consumers out there, and even those who have never been in touch with Bvlgari, can come and discover a piece of the brand and its heritage and positioning just by putting their feet inside this beautiful pink Italian pasticceria.

“Another objective is making sure that consumers understand the savoir faire behind the perfume brand, which is critically important these days. More and more consumers are informed about what is inside and behind the bottle. So the pop-up brings this unique opportunity where consumers can be immersed in our brand and where they can dedicate their time to really understand our creative philosophy.”

Besides recruiting new customers who may eventually trade up to buying Bvlgari’s jewellery, watches and leather goods, Sebastiani hopes the pop-up will open up the fragrance category to travellers who were not shopping in duty free previously.

“I believe that our responsibility as leaders in this industry is not to switch people from one brand to another, but to actually bring new users into the industry. There are a lot of people who do not dare to enter the fragrance area of a duty free shop because the selection is so vast and they fear making the wrong fragrance choice. With the pop-up, we present it in a way where you can feel much more relaxed about popping in and having a conversation with our beauty advisors, who can tell you all the stories behind the fragrances and recommend the best one based on your profile.”

Kwok added: “This will definitely open the door to a lot of people don’t use perfume or who think ‘perfume is not for me’. This candy shop concept is very welcoming and inviting – everybody loves candy. Our objective is not only to express the joyful facet of the brand and to also help people realise that they can enjoy and find happiness in a fragrance just like they would in a piece of candy.”

“I believe that our responsibility as leaders in this industry is not to switch people from one brand to another, but to actually bring new users into the industry.” – Bvlgari Parfums Perfume Business Unit Managing Director Luis Miguel Gonzalez Sebastiani

Digital is an important element in Bvlgari’s strategy to drive brand awareness and reach out to Omnia’s target audience. “Right now all of our global budget is actually in digital. We are creating our digital communication channels, we are fuelling e-commerce and working with our operator and retailer partners on their e-commerce platforms. We are also developing fast our WeChat account in China,” said Sebastiani.

“As mentioned, we are targeting Omnia to our younger clientele, so you will see the collection playing a starring role on our Instagram page (@bulgariparfums). Today, we are officially launching the global campaign and hashtag #CHOOSEYOURTREAT which goes beyond the Omnia Pasticceria experience at Changi, allowing people to share their own Omnia experiences with the rest of the world through their social networks.”

“We want to create a joyful and enjoyable experience for people where they can touch, play, discover and share. As such, we have incorporated digital technology into our pop-up, bringing the principles of omnichannel into our pop-up execution,” said Sebastiani.

At the pop-up, digital is being executed in the form of live digital portrait painting by Bertrand de Miollis, who was especially flown in from Paris to be part of the Omnia Pasticceria. Travellers can scan a QR code which redirects them to Bvlgari’s WeChat page, as well as share their digital portraits and experiences on their own WeChat and Instagram accounts using the campaign hashtag.

The Omnia Pasticceria pop-up incorporated digital entertainment in the form of live portrait painting by French artist Bertrand de Miollis.

Bvlgari Parfums Perfume Sales Managing Director Maria de la Hera with her portrait.

“For the grand opening today, we are also leveraging on the power of key opinion leaders (KOLs), with 38 KOLs invited to amplify the excitement across their social networks,” Kwok added.

For Bvlgari Parfums, travel retail is “extremely strategic and extremely important”, Sebastiani underlined.

“It is definitely our number one focus. Our business is not based on channel or geography; it is based on customers. We don’t see travel retail as a channel: we see it as the environment where customers shop and where they look for experiences. So when we think about what to develop or how to innovate, we don’t look at it geographically or by channel; we think, where are our customers, how do we follow them and how can we surprise them? That is key to our philosophy when it comes to fragrance creation and contributing to the industry.

“We don’t see travel retail as a channel: we see it as the environment where customers shop and where they look for experiences. So when we think about what to develop or how to innovate, we don’t look at it geographically or by channel; we think, where are our customers, how do we follow them and how can we surprise them?” – Bvlgari Parfums Perfume Business Unit Managing Director Luis Miguel Gonzalez Sebastiani

“That does not mean that our domestic business isn’t important. We do have amazing domestic businesses but looking at the overall picture we are seeing right now, we are simply following the clients where they shop.

“The most successful travel retail operators right now are those who understand that travel retail shopping, especially among the Chinese, is mostly pre-planned domestically – before they even depart from home. And this line between travel retail and domestic is going to continue to blur even more in the future. So it will no longer be about whether it’s domestic or travel retail; it is about the shopping journey that the customer is taking and how we can surprise them before, during and after their travel.”

Fostering strong partnerships is crucial to ensure longevity in such a rapidly changing retail landscape, and Bvlgari will continue working with partners to exceed customer expectations.

Sebastiani said: “We have very positive and solid relationships and truly respect all our strategic partners around the world. As a brand with more than 135 years of history, it is extremely important that we build for the long term. We are not here for a one-month commercial deal and then moving on to the next negotiation; we are here to understand how we can develop the industry, the category and our partnership, and to bring more value to the customers and help them understand the creative philosophy behind the brand.”

The #CHOOSEYOURTREAT campaign was amplified with the help of KOLs.

The brand aims to build on its strengths in fragrance to further its success. Kwok said: “In travel retail Asia, Bvlgari Parfums is top five – even top three – in some countries. As a perfume pure player, this is a very, very satisfactory result. Nowadays a lot of brands venture out from perfume to makeup or other accessories, but for Bvlgari our mission is very clear and very focused: we want to be the master of perfume. In the coming year, you will see more and more innovations from the brand focused just on perfume.”

Besides Omnia, 2019 will see Bvlgari unveiling innovations from its Splendida, Goldea and Le Gemme fragrance ranges, revealed Sebastiani.

“The important thing is that we are always looking at incremental innovation,” he said. “Incremental innovation for us means: how can we bring new customers into the category? How can we attract new people to the brand? We are extremely disciplined when it comes to the olfactive territories and the experiences we want to bring, making sure that we are always respecting the brand philosophy.

“So you can expect plenty of innovation behind our major global pillars worldwide from today’s kick-off of the Omnia Pasticceria till the end of the year, towards Christmas. Sit down, fasten your seat belts, because a lot is coming!”

About the Bvlgari Omnia collection

The Omnia collection is made up of four fragrances: Omnia Crystalline, with crisp notes of Asian nashi; Omnia Coral, infused with fruity notes and hibiscus; Omnia Pink Sapphire, a mix of pink pomelo, pomegranate and frangipani; and Omnia Amethyste, a floral blend of rose and iris.

Omnia Pink Sapphire

Top Notes: Pink Pomelo, Pink Pepper
Heart Notes: Pink Frangipani, Tiare Tahiti
Base Notes: Modern Wood, White Musk

Omnia Coral

Top Notes: Bergamot, Goji Berries
Heart Notes: Hibiscus Flower, Water Lily
Base Notes, Pomegranate, Cedar Wood

Omnia Crystalline

Top Notes: Bamboo Nashi
Heart Notes: Lotus Flower
Base Notes: Balsa Wood

Omnia Amethyste

Top notes: Green Sap, Pink Grapefruit
Heart Notes: Iris Flower, Bulgarian Rosebud
Base Notes: Heliotrope, Solar wood

Each Omnia scent comes in a 65ml bottle housed in a limited-edition box. The collection is also available is a set of three 5ml fragrances and a set of three 15ml fragrances.

*Footnote: The Moodie Davitt Report was on location at the grand opening of the Bvlgari Omnia Pasticceria – check out our Instagram post here and our Story Highlight ‘Bvlgari Omnia’ here.

Food & Beverage The Magazine eZine