MALAYSIA. L’Oréal Travel Retail brand Atelier Cologne has partnered with Malaysia Airports and retailer Colours & Fragrances to open a pop-up at Kuala Lumpur International Airport (KLIA).

The Satellite Building outlet is the brand’s first pop-up unit in Southeast Asia and will operate until the end of February 2019.

The official opening was attended by more than 80 guests including representatives of Malaysia Airports and Colours & Fragrances along with Key Opinion Leaders (KOLs) Preston Lee and Lucas Lau from Malaysia and Qi Qi from China.

The event highlighted Atelier Cologne’s history and the stories behind each of its Cologne Absolues fragrances. Guests were offered personalised fragrance sessions and could customise the leather case of a 30ml fragrance bottle with their name or initials.

For the launch, the pop-up was given a Parisian rooftop-style backdrop, which featured the city’s skyline, cobbled flooring and a swing in the brand’s signature Venetian blue.

The pop-up design echoes that of all Atelier Cologne boutiques around the world, said the brand owner in a statement. It includes vintage consultation tables, lamps and stools as well as citrus plants.

Malaysia Airports Senior General Manager for Commercial Service Nazli Azia said: “At Malaysia Airports, we are committed to creating delightful experiences for travellers and visitors.

“We want to make our airports a must-visit shopping destination for everyone and not just a transportation hub. Having an international and prestigious brand such as Atelier Cologne launch its first Southeast Asia airport pop-up concept at KLIA is a validation of Malaysia Airports’ effort in creating joyful experiences.

“In line with our Commercial Reset strategy to raise the retail profile of our international airports in Malaysia, we will continue to pioneer premium retail-tainment concepts and introduce highly desirable brands at KLIA to enhance the passengers’ retail experience.”

Azia noted significant recent growth in duty free sales in the Asia Pacific region, largely driven by the beauty category. KLIA overall sales per passenger recorded double-digit growth of +13% in 2017, he said.

Colours & Fragrances Assistant General Manager Amy Chew added: “KLIA’s Satellite Building sees many cosmopolitan travellers every day. The unique concept and design of Atelier Cologne’s pop-up is eye-catching, fresh and novel. The open space location within the building makes it an ideal spot for the brand to unveil its range of products to a new international audience.

“With the wonderful support of Malaysia Airports and strong partnership with L’Oréal, we are delighted to deliver this first pop-up store in SEA airports. It is indeed a Trinity partnership – airport authority, retailer and brand principal. The pop-up is designed to engage travellers’ sight, smell and touch. It will appeal to travellers’ need for personalised gifting and create meaningful experiences.”

L’Oréal Travel Retail Asia Pacific General Manager Tony Khajenouri added: “The French brand meets travellers’ desires when in search of a gift that is thoughtful, authentic, natural and personalisable.

“All of our Colognes Absolues are a moment in a bottle, making them the perfect gift. We believe that Atelier Cologne will create a story or a powerful memory for Malaysians and those travelling in the region.”

The opening of the KLIA outlet follows Atelier Cologne’s pioneering pop-up store at Paris Charles de Gaulle Airport. The Terminal S4 outlet was the brand’s first pop-up in a European airport.

Original source - The Moodie Davitt Report

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