Issue 47 | July 2023
Haute Parfumerie Concept Makes its World Debut in Zurich
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May saw the launch of the Haute Parfumerie concept, with the first store being officially inaugurated at Zurich Airport. This luxurious space showcases a collection of the most sought after and premium fragrances, and has been introduced to meet the continuing customer interest in luxury and exclusivity within this category.
The design of the store takes its inspiration from the simple and elegant lines of the Bell Glass. Synonymous with the world of fragrance, this iconic glass case is often featured as part of the fragrance creation process itself, and is also used as a display case. Arched wall bays, window frames and store furniture all echo the curved silhouette of the glass, whilst bell jars displaying different fragrance note ingredients can be discovered creatively displayed throughout the store.
Upon entering the 80 m² store, which is located on Level 2 Departures at Zurich Airport, customers will discover the most extensive and inspiring collection of fragrances. Iconic brands including Acqua di Parma, Creed, Diptyque, Amouage, Parfums de Marly and Penhaligon’s are all featured, alongside other highly sought after fragrance brands such as Maison Francis Kurkdjian, Initio Parfums Privés, Tiziana Terenzi, Serge Lutens, Vilhelm Parfumeries, Ella K and Off White, to name just a few.
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The rationale
There is a clear trend in terms of customer demand and interest in premium, rare and exclusive fragrances. The creation of this Haute Parfumerie concept store is Dufry´s response to this growing sector. The luxurious store space, combined with engaging and interactive technologies – all underpinned with expert and knowledgeable staff – takes the fragrance discovery experience to another level, delivering an immersive, memorable and unique fragrance experience for our customers. This store is the first of several more to come worldwide, in locations such as Heathrow T3, Vancouver, Antalya T1, Istanbul and Boston.
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Technology to support fragrance choice
To help customers discover the perfect fragrance – be it for themselves or as a gift for others – a multi-sensory phygital “Fragrance PlayTable” based on the seven fragrance note families is located at the heart of the store. Developed jointly with PUIG, customers can choose to browse using brand names they are already familiar with and receive on screen suggestions of fragrances they or others might also like. Similarly, they can be guided by selecting their preferred aromas within the main seven fragrance families – woody, floral, oriental, aromatic, leather, citrus and chypre. The latest technology is an integral part of the “PlayTable” and enables customers to accurately identify their olfactory profile and provides suggested fragrance options for them to try.
