The Chloé Bouquiniste pop-up in Sydney Airport.
Coty Travel Retail has introduced the Chloé Bouquiniste pop-up concept, inspired by the Parisian bookstalls that line the River Seine, to Asia Pacific travel retail.
The concept launched in October at Heinemann’s duty free store in Sydney International Airport. It then rolled out in November to the T1 Departures Central store in Osaka Kansai International Airport, operated by Kansai Airports Retail & Services.
The immersive activations are designed to showcase the Chloé brand’s elegance and Parisian heritage. The installations invite travellers to discover the complete Chloé fragrance library, from the classic Signature collection to the ultra-premium Atelier des Fleurs line.
Chloé channels Parisian Left Bank
Drawing inspiration from the bouquinistes – the open-air booksellers who line the UNESCO World Heritage banks of the River Seine – the Chloé Bouquiniste pop-ups aim to celebrate the vintage, literary charm and creativity of the Parisian Left Bank.
The activations encapsulate the ‘art de vivre’, the Parisian art of living, offering a sensory fragrance journey said to blend heritage and modern femininity.
The activations offer a sensory fragrance journey said to blend heritage and modern femininity.
The pop-up designs evoke the atmosphere of a Paris riverside scene, incorporating floral crates and bouquets, warm natural tones, and assorted decorative touches.
Shoppers receive Chloé postcard keepsakes, which double as bookmarks – a subtle nod to the world of the bouquinistes. The photogenic setting encourages travellers to capture their own ‘Parisian moment’ and then share it on social media.
The pop-ups aim to evoke the atmosphere of a Paris riverside scene, incorporating floral crates and bouquets.
Coty Global Travel Retail Senior Vice President Mette Engell commented: “Travel retail continues to be one of Coty’s most powerful stages for innovation and brand expression. With Chloé Bouquiniste, we are bringing the spirit of Paris to travellers across Asia-Pacific in a way that feels warm, authentic, and inspiring.
“This activation celebrates Chloé’s timeless elegance and modern femininity, transforming fragrance discovery into a truly engaging and memorable experience.”
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