Luxury / news
Chloé Atelier des Fleurs Mediterranean Essences Expands Travel Retail Campaign with Bouquiniste Pop-Ups
Coty Travel Retail is rolling out immersive bouquiniste-inspired pop-ups for the Chloé fragrance collection across Europe, Asia Pacific and the Americas, building on the March launch.
The bouquiniste concept, inspired by the open-air booksellers of the Seine in Paris, blends storytelling with retail theatre to offer travelers a multi-sensory journey through the Chloé Atelier des Fleurs universe. The pop-ups are appearing at key airports in partnership with major duty-free operators.
In Asia Pacific, the campaign launched at Singapore Changi Airport with The Shilla Duty Free. It is also running at Kansai International Airport with KIX Duty Free through the end of July, and at Phuket International Airport with King Power Duty Free until September.
Europe will see a bouquiniste activation at Geneva Airport in partnership with Lagardère Travel Retail from August 5 to 25. This will be followed by a month-long activation at Istanbul Airport with Unifree Duty Free, the joint venture led by Gebr. Heinemann, throughout September.
The expansion into the Americas has been announced, though specific locations and dates have not yet been disclosed. The collection, launched in March, is Coty's latest push to elevate the Chloé fragrance brand in the travel retail channel.