BRAZIL. Dufry and Dior have partnered to open the brand’s first pop-up store at São Paulo Guarulhos Airport Terminal 3. The 65sq m store is located in the main passenger traffic flow in the departures area, said the retailer.

The T3 pop-up is tailored to showcase new products in the Brazilian market, said Dufry. The project was developed with support from airport operator GRU Airport, and follows the redesign of the airside ‘boulevard’ area to deliver a fresh shopping experience in 3,200sq m of space.

Debut concept: The Dior pop-up at Guarulhos T3

Dufry said: “The new concept is quite dynamic as it provides the flexibility to quickly change the shop format, concept, product offer and promotions, complementing Dufry’s world-class shopping experience to its customers, which also includes several iconic brand boutiques and a main store.”

Dior Addict is creatively showcased on one side of the shop

In the new pop-up environment, Dufry and Dior feature make-up collections and fragrances in dedicated space. Dior beauty consultants offer services such as fragrance consultation and flash make-up.

On one side of the shop lies an area devoted to Dior Addict Lacquer stick, the latest creation of Dior Makeup Creative and Image Director Peter Philips. Customers can discover this hybrid of lacquer and lipstick in an area designed to resemble a Los Angeles diner, noted Dufry.

To target a younger generation of women, Dior has produced this first lacquer stick in four seasonal shades – pastel, neon, classic and wild – which are said to be influenced by Los Angeles locations.

A men’s zone lies on the opposite side of the boutique, with the emphasis on fragrance. The area’s design is said to be inspired by wines & spirits and have a cocktail bar feel. It houses creations by Dior Perfumer-Creator François Demachy, including Sauvage (including the new Very Cool Spray), Dior Homme and Fahrenheit.

The men’s zone has been cleverly adapted to the style of a cocktail bar