Qatar Duty Free (QDF) and Parfums Christian Dior launched a Dior Les Parfums podium on Sunday at Hamad International Airport (HIA), offering airline passengers an array of exquisite scents and aromas.
Qatar Airways Group Chief Executive Akbar al-Baker and Dior in-house perfumer and creator Francois Demachy led the podium’s opening, which was attended by a number of dignitaries, diplomats and HIA, Dior and QDF officials.
Last updated: November 25 2018 09:16 PM
Featuring the full fragrance catalogue from Dior, including Sauvage, Miss Dior, J’adore and its latest 2018 fragrance creation, Joy by Dior, the podium also gives customers a chance to discover and experience the Grasse gardens with a 360° screen, taking them to southern France.
“Today marks an important milestone as we come together to celebrate a world exclusive partnership with Dior Parfums. At Qatar Airways Group, we take our role in ensuring that the journey is the best part of our passengers’ travel experience very seriously, delivering excellence both on the ground and in the skies,” al-Baker said.
“With new, innovative and immersive experiences like the one we see here today, it is clear that both Dior Parfums and Qatar Airways Group are organisations whose identities are synonymous with innovation, elegance and firsts,” he said.
The podium invites customers to enjoy what it describes as “an immersive and multisensorial experience,” introducing them to Dior places of inspiration, creation and expertise.
Equipped with wrapping stations, as well as consultation opportunities with beauty advisers, the podium also gives passengers an opportunity to discover other fragrances from the Maison Christian Dior Collection with the launch of the new Rose Kabuki fragrance.
“At Christian Dior, we have always loved perfume and it is part of our history. This is the fourth edition of Dior Les Parfums in partnership with Qatar Airways Group,” Parfums Christian Dior’s Travel Retail Worldwide senior vice president Olivier Dubos said.
“This pop-up is our way of bringing Grasse to people from all over the world travelling through this prestigious airport. We will take them on a sensorial journey of discovery to experience the virtual Grasse gardens, with a 360° screen encompassing them with beautiful flowers, and living the Dior fragrance experience like nowhere else,” he noted.
The event was also attended by HIA COO Badr al-Meer, QDF vice president operations Thabet Musleh and Dior Middle East Travel Retail director Frank Dagher Hayeck.
“Parfums Christian Dior and QDF have a connection unlike any other in the travel retail industry. This launch is yet another step forward in building on our longstanding relationship, with the presence of our honourable guest, François Demachy,” Musleh said. “We look forward to seeing this rose inspired podium blossom at our home, HIA.”
With QDF’s extensive portfolio of leading brands, al-Meer noted that HIA offers retail choices that not only cater to each passenger and their preferences but also lend personal and memorable experiences.
“QDF’s partnership with Dior Parfums will do exactly that, offering a retail experience that is exclusive and special to HIA travellers,” he added.
Dior’s love of perfumes is deeply rooted in the south of France. Located near Grasse, in the cradle of perfumery and land of flowers, Christian Dior nestled his home, La Colle Noire. Inspired by its magnificent garden of fragrance flowers, he felt as much a couturier as a perfumer.
QDF and Dior launched a number of podiums at HIA, including the Dior Les Parfums podium in 2015, featuring 6,000 roses, and a 180sq m wall of flowers in 2016.
Earlier this year, QDF launched the Maison Christian Dior boutique located in the main retail atrium of HIA. The boutique showcases the creations of François Demachy, inspired by the idea of embellishing places and moments in life, giving them an identity by dressing them in Dior.