A celebration of Italian joy: The elegant pop-up offers scent discovery, bespoke services and personalised gifting, celebrating Bvlgari’s colourful Roman heritage

SWITZERLAND. Roman luxury house Bvlgari has partnered with Dufry to unveil an elegant pop-up celebrating its Allegra and Le Gemme fragrance collections at Zürich Airport.

The animation offers guided scent discovery, bespoke services and personalised gifting. It is located in front of Bvlgari’s standalone boutique in the centre aisle of Level 1 Departures. It will run until 26 April.

An illuminated large ‘B’ motif is the pop-up’s main design feature, which is dressed in the same jewel-toned colours favoured by the Roman jewellery house. A luxurious marble table sits at the centre of the animation, where shoppers can discover the scents from both the Allegra and Le Gemme lines. A gold backdrop and saffron-toned carpet complete the space, which was inspired by the golden sunsets in Rome.

The digitally-driven pop-up features a dedicated app and on-site Bvlgari beauty advisors to help clients style their own personal Allegra and Le Gemme scents.

(Left) Bvlgari Le Gemme and (right) Bulgari Allegra are the two hero fragrance lines showcased at the animation

A giant B motif greets travellers at the pop-up which is located in front of the boutique at the central aisle of Level 1 Departures 

It also features several standout immersive and engaging experiences. For example, travellers can enjoy a mocktail on-site and take the recipe home as a souvenir. They can also choose a love poem to send to a loved one or even indulge in an Italian ‘Dolcetti’ dessert.

In addition, a luxurious array of boxes and ribbons is available for customers so they can personalise their Bvlgari Allegra purchases with a name, word or emotion.

At the adjacent Bvlgari boutique, shoppers can experience a one-on-one consultation with a gem specialist or try on a piece from Bvlgari’s fine jewellery line. This includes the brand’s famous Serpenti watch, which is the snake-inspired design famously worn by Bvlgari muse Elizabeth Taylor.

From Italian mocktails to Italian desserts, the colourful pop-up is a vibrant homage to Bvlgari’s distinctive Roman spirit

Superlative Italian emotions: Bvlgari Allegra

The Bvlgari Allegra collection was inspired by Italian emotions. Each scent in the line can be magnified to offer more intensity and numerous personalisation opportunities. The collection comprises five eaux de parfums: Fiori D’Amore, Riva Solare, Dolce Estasi, Fantasia Veneta and Rock’ N’ Rome.

In addition, the Allegra line’s ‘Magnifying Essences’ of Rose, Bergamot, Patchouli, Vanilla and Musk allow the wearer an eclectic range of personalisation options to suit every mood and occasion. The Magnifying Essences were crafted by Master Perfumer Jacques Cavallier.

This year, Bvlgari has unveiled three new Allegra creations: Spettacolore, Baciami and the Magnifying Myrrh Essence. Spettacolore contrasts light and darkness with Iris notes on a backdrop of dusky myrrh. Baciami, which translates to ‘kiss me’ in Italian is an amber-floral scent made with vanilla and gardenia. The Magnifying Myrrh Essence is a white amber veil that blends seamlessly with any scent in the Allegra line.

Magnify the moment: The Bvlgari Allegra fragrance collection offers endless opportunities for personalisation through its Magnifying Essences

The Allegra collection made its global travel retail debut with CDFG in Haitang Bay last year. Click here to read our full story on the vibrant launch. 

Gems of Nature: Bulgari Le Gemme

Bvlgari Le Gemme was inspired by the ‘Bulgari Gems Road’ which represents the house’s gemstone sourcing routes. Travelling from East to West, Le Gemme underscores the brand’s ‘Gems of Nature’ ethos and features a vast array of exceptional ingredients.

The collection expresses the connections between the gemstones of Bvlgari’s fine-jewellery creations and the exceptional ingredients in its fragrance lines. Each fragrance bottle in the Le Gemme range features a different gemstone reproduction on the bottle cap, accented with a gold-toned band. The Le Gemme bottle is likened to a Roman Obelisk, which represents the opulence of Rome.

Le Gemme consists of nine scents: Desiria, Tygar, Garanat, Onekh, Rubinia, Yasep, Falkar, and Empyr.

A love letter to Rome: Shoppers can choose an Italian love poem to send to their loved ones alongside a fragrance

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