Schiphol | A story of couture and perfume

A story of Couture and Perfume

Last year from September till the end of November 2024, Dior was present in Lounge 2 of Amsterdam Airport Schiphol with an elegant pop-up store in our most luxurious Lounge, showing La Collection Privée.

The campaign

For the first time, Christian Dior Parfums partnered with Schiphol Airport and Kappe to present La Collection Privée to international travelers departing from Amsterdam Airport Schiphol.

At this exclusive pop-up store passengers had the opportunity to discover a range of 22 silhouettes, each crafted with the noblest ingredients. Additionally, the pop-up presented a complete body line that included delicate body soaps, comforting body lotions, and candles. By presenting Les Esprits De Parfums created by Francis Kurkdjian, Perfume Creation Director of Dior, the pop-up offered passengers the opportunity to discover ultimate luxury. Travelers were able to explore five iconic perfumes, each revisited with an adventurous style of luxury.

A dedicated Art of Gifting, refined down to the smallest detail, complemented this, so that every Dior gift was both extraordinary and unforgettable. Creating the ultimate immersive experience for Dior’s premium fragrances, the 25sqm pop-up store transitioned from a black radical and elevated couture look to a magical holiday setting in November.

Next to the pop-up, our hanging giant lightboxes, our digital shopping screen in Lounge 2 and our shopping network throughout Lounge 2, Lounge 3 & Holland Boulevard also showed the campaign creating the perfect media mix for La Collection Privée

Campaign Dior

The success

It was, without a doubt, a beautiful pop-up, but also successful in sales. Next to the pop-up, Dior products were available in stores in the Lounges 1, 2 and 3.

Looking at the results, the Dior pop-up's success extended beyond its own performance, significantly boosting sales in the 3 Lounges. In fact, in addition to strong sales generated at the pop-up itself, Dior's retail sales in Lounges 1, 2, and 3 also saw a substantial increase during this period.

This is a great result, adding on top of all the positive feedback we received, lots of interactions with passengers and a beautiful looking Lounge 2, with an exclusive and immersive experience for Collection Privée by Dior.

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“We’re delighted to display for the first time La Collection Privée at Amsterdam Airport through our valued collaboration with Kappe, a key retailer with whom we share a close relationship, and in partnership with Schiphol Media that supported us from the very first day. Amsterdam Airport remains a strategic and crucial market for Parfums Christian Dior and we are excited by the progress we are making in this important location”

Justine Airiev – Area Manager