CHINA. Italian luxury house Bvlgari has partnered with China Duty Free Group for the spectacular global premiere of the Bvlgari Allegra Maxi Shelley collection at the Sanya International Duty Free Shopping Complex in Haitang Bay (exclusively previewed here last week). The pop-up is located on the first floor of Zone A at the CDF Mall. It was officially opened on 25 September and will run until 24 October.
The Moodie Davitt Report is proud to present exclusive pictures and videos from the colourful, playful and joyous pop-up which celebrates the launch of the special line of Maxi Shelley silks.
The silk line was designed to complement and personalise the exclusive Bvlgari Allegra fragrance collection, exclusively launched with CDFG in Haitang Bay in January.
As reported, Bvlgari Allegra Maxi Shelley combines the Italian brand’s fragrance and silk heritage in a 360° luxury experience at the CDF Mall, 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.
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, to suit every mood and occasion.
The Magnifying Essences contain powerful concentrations of high-quality natural ingredients, giving the Allegra scents a personalised twist as customers are encouraged to #MagnifyForMore.
Just as the fragrances can be personalised with Magnifying Essences, the Bvlgari Allegra Maxi Shelley Collection opens up the opportunity for customers to accessorise their fragrances too.
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.
“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.
“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.
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 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, which are also the names of the matching Maxi Shelley silk scarves.
The collection was inspired by expressive Italian emotions and memories. 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.
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.
