ITALY. Italian luxury house Bvlgari has partnered with Lagardère Travel Retail to unveil a bold new Bvlgari Allegra pop-up at Rome Fiumicino Airport.
The striking #ROMA pop-up pays homage to Bvlgari’s Roman heritage and is located at the Aelia Duty Free store in Terminal 3.
The #ROMA installation marks the debut of the Bvlgari Allegra line in European travel retail and offers guided scent discovery, bespoke services and personalised gifting.
It launched on 28 September and will run until 22 November.
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, which made its global travel retail debut with CDFG in Haitang Bay earlier this year, comprises five eaux de parfums: Fiori D’Amore, Riva Solare, Dolce Estasi, Fantasia Veneta and Rock’ N’ Rome.
The digitally-driven pop-up invites travellers to feel the ‘superlative emotions’ of Italy. It features a dedicated app and on-site Bvlgari beauty advisors to help clients style their own personal Allegra scents. A luxurious array of boxes and ribbons is also available for customers to personalise their Bvlgari Allegra gifts this holiday season.
The pop-up also serves as a platform for a series of bi-weekly events, inspired by the fragrances, that include personal portrait sessions, delectable desserts, and KOL engagement.
Bvlgari has tapped Italian actresses Federica Lucaferri and Federica De Benedittis to be the faces and share their own experiences of the Fiori d’Amore and Riva Solare fragrances, respectively.
Meanwhile, Italian actresses Luce, Cardinale, Stella Egitto, and Alessia Scriboni each share why they love the Dolce Estasi, Fantasia Veneta and Rock’ N’ Rome fragrances.
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.
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