Bulgari is presenting the Bulgari Allegra fragrance collection in an immersive experience that incorporates generative artificial intelligence, in a high perfumery takeover at Istanbul Airport.
The activation intertwines the “timeless allure of Rome and Istanbul – once known as Eastern Rome” and focuses on the “exceptional Italian lifestyle”.
The pop-up, in collaboration with Gebr. Heinemann and Unifree Duty Free, has been running from 1 January and will end on 31 March. It is located within the main Unifree Duty Free beauty shop.
Artificial intelligence technology enhances the fragrance by introducing a synesthetic dimension. Clients are immersed in an interactive world where scents, images, and sound converge to create interaction. Using a mixing console, participants can take on the role of a DJ, navigating suggestions as they create their own balance of a Bulgari Allegra Eau de Parfum and a Magnifying Essence. This culminates in a personalised generative audio and video artwork.
In addition to the mixology experience, the pop-up highlights a special Italian theme and emotion, featuring complimentary bespoke services on designated days.
The themes for the first three months are:
To attract travellers to the pop-up, an extensive media campaign at Istanbul Airport spotlights the best-selling Bulgari Allegra Baciami Eau de Parfum. In tandem, a targeted social media campaign, tailored to travellers at the airport, will be active throughout the duration of the activation. Featuring Bulgari Allegra Baciami, this campaign heightens visibility and invites travellers to participate in the Bulgari Allegra Mixology experience.
An event to launch the activation took place in January, bringing together Bulgari’s business partners, press, and friends of the House.
Unifree Duty Free Chief Commercial Officer, Ceren Tonguç 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 travellers a multisensory, personalised 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.”
Gebr. Heinemann Director Marketing, Jens Peter Peuckert said: “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 travellers 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.”
