February 8 2024  |  Retailers

First-ever Bulgari Allegra AI-generated fragrance experience debuts at Istanbul Airport

By Hibah Noor

Bulgari introduces a “groundbreaking new development in high perfumery” at Istanbul Airport

Bulgari has collaborated with Gebr. Heinemann and Unifree Duty Free to unveil a new high perfumery animation at Istanbul Airport.

The pop-up presents the Bulgari Allegra fragrance collection in a one-of-a-kind immersive experience which started on January 1 and will run until March 31. To celebrate its launch an event on January 30 brought together Bulgari’s business partners, esteemed press and friends of the House.

The Bulgari Allegra pop-up is designed to captivate attention within the bustling main beauty shop in Unifree Duty Free, Right Aisle. Bright, modern, and dynamic, the space seamlessly blends brilliant light and vivid color, with a rose-gold-toned falcon – reminiscent of Bulgari’s iconic cabochon cut—teasing the theme of the pop-up.

Pop-up fixtures feature a rose gold color which pays homage to the precious metal used in Bulgari jewelry and said to capture the radiance of both Rome and Istanbul. Travertine stone displays and a carpet in Bulgari’s signature orange, echo the Maison’s Roman roots.

At the Bulgari Allegra ribbon-cutting ceremony: (From left) Javier Molina, Bulgari Perfume Senior Sales Manager, Europe & Africa Travel Retail; Ceren Tonguç, Chief Commercial Officer, Unifree Duty Free; - Fabio Rottoli, Perfume Domestic & Travel Retail Director, Europe & Africa, Bulgari; Manuel Schilling, Head of Buying P&C, Gebr. Heinemann; Caroline Ferlay-Naudin, Perfume Marketing Digital & Communication Director, Europe & Africa, Bulgari

Bulgari Allegra: High Perfumery Re-imagined

Allegra means ‘joyful’ in Italian, and the Bulgari Allegra collection “taps the emotions synonymous with an Italian escape, from the energizing sun of the Italian Riviera (Riva Solare Eau de Parfum) to the enchantment of the winter solstice in Puglia (Spettacolore Eau de Parfum) and the pure passion of Italian love (Baciami Eau de Parfum)”.

The fragrances are designed to be amplified with seven Magnifying Essences to offer a “vibrantly emotional olfactive journey”. Through this singular approach, Bulgari said its Allegra collection “magnifies the pleasure of the exceptional Italian lifestyle, from the sparkling Mediterranean Sea to an incandescent Roman sunset”. “This extraordinary collection elevates haute perfumery to a new dimension with its innovative perspective.”

The Bulgari Allegra generative artificial intelligence technology enhances the fragrance by introducing a synesthetic dimension. Clients are immersed in an interactive world where scents, images, and sound converge, creating a unique and enjoyable interaction. Using a mixing console, participants can take on the role of a DJ, navigating suggestions as they create their own perfect balance of a Bulgari Allegra Eau de Parfum and a Magnifying Essence. This synthesis of emotion culminates in a personalized generative audio and video artwork, a testament to the dynamic and ever-changing nature of the Bulgari Allegra experience.

The spirit of Bulgari Allegra: Bespoke events

In addition to the Mixology experience, the pop-up will highlight a specific Italian theme and emotion each month, featuring complimentary bespoke services on designated days. The themes of the first three months are:

  • January – Celebration, with bespoke service celebrating the New Year with an illustrator drawing clients’ portraits in festive style
  • February: Passion, with clients receiving small flower bouquets
  • March: Mediterranean, to welcome the Spring an illustrator will custom Mediterranean artwork.

Traveler engagement tactics

To entice travelers to the pop-up, an extensive media campaign at Istanbul Airport spotlights the global best-seller Bulgari Allegra Baciami Eau de Parfum, an ambery, floral fragrance said to embody Italian seduction.

A targeted social media campaign, tailored to travelers through Istanbul Airport, will be active throughout the duration of the pop-up. Also featuring Bulgari Allegra Baciami, the campaign aims to heighten visibility and encourage travelers to participate in the Bulgari Allegra Mixology experience.

Bulgari’s top management hosted a launch event to publicize the immersive experience and to thank its business partners from Gebr. Heinemann and Unifree Duty Free for their long-standing, successful partnership.

Ceren Tonguç, Unifree Duty Free Chief Commercial Officer, said, “At Unifree Duty Free, our foremost priority is delivering exceptional service and crafting an exceptional shopping journey for our customers. Serving as a pivotal link between global brands and passengers, we are delighted to introduce Bulgari Allegra animations at our Unifree Duty Free store in Istanbul Airport.

“This initiative offers travelers a multisensory, personalized experience, leveraging cutting-edge trends and technology. Our ongoing objective is to continually enhance communication between passengers and brands, ultimately elevating the overall customer experience.”

Jens Peter Peuckert, Director Marketing at Gebr. Heinemann, commented, “The pop-up stands for extraordinary luxury and shows what is possible in travel retail when the right partners join forces. We are delighted that Bulgari is targeting travelers with a multi-channel approach to create awareness for this project. Together with Bulgari, we celebrate the creation of a truly exceptional shopping experience, enriching our already spectacular assortment with unparalleled elegance.”

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