BVLGARI has debuted two striking Eau Parfumée Collection pop-ups at Rome Fiumicino and Athens International airports, created in partnership with Lagardère and Avolta respectively. Each offers a multisensory experience that celebrates the Maison’s Roman elegance, pioneering perfumery, and the enduring allure of its iconic tea-inspired fragrances.

BVLGARI’S OPENS A NEW POP-UP IN ROME FIUMICINO

Bvlgari debuts a new pop-up at Rome Fiumicino Airport, created in partnership with Lagardére. To celebrate the enduring allure of the Eau Parfumée Collection. A multisensory experience, the pop-up is a tribute to exceptional perfumery, Roman elegance, and the trailblazing spirit of Bvlgari.

A POP-UP OF PURE SOPHSITICATION

The glamour of Bvlgari’s Via dei Condotti boutique comes to life in this spectacular installation, set at the heart of the luxury duty-free shopping promenade. Classic Travertine marble columns, paired with modern brass accents, frame the space in architectural splendor. Below it, a custom saffron-hued carpet—Bvlgari’s signature shade—is as radiant as a Roman sunset. And on the back display, a living wall of lush plants pays homage to the gems of nature that inform all Bvlgari’s fragrances.

At its center, a marble table adorned with fresh flowers draws attention to the main protagonist the new Eau Parfumée Collection. Launched in 1992, the first tea-inspired scent established an entirely new type of fragrance. Embodying the Maison’s pioneering spirit, it was the first fragrance in the world inspired by the scent of tea leaves. A launch that has inspired an enduring and particularly successful trend. Now the icons—Thé Vert and Thé Blanc—are reborn, infused with genuine tea extracts, thanks to the latest olfactory technology.

Saffron-colored seats invite clients to linger and explore, while displays on either side highlight Bvlgari’s high perfumery collections, Bvlgari LE GEMME and Bvlgari ALLEGRA. Steeped in Bvlgari heritage, every detail comes together to create an impeccable showcase for the Roman Maison’s olfactory masterpieces.

BESPOKE EXPERIENCE

The pop-up serves as a tranquil oasis where travelers can immerse their senses in soothing scents and natural greenery. To enhance the experience, an artist will be on-site three days a week, offering clients custom watercolor paintings of notes from their chosen fragrance—a personal memento of a unique olfactive journey.

DISCOVER THE NEW EAU PARFUMÉE COLLECTION

Inspired by a trip to the renowned Parisian Mariage Frères tea shop in the nineties, Master Perfumer Jean-Claude Ellena recreated the scent of green tea—an audacious proposition and an immediate success. Ellena’s feat was particularly dazzling because green tea extracts did not exist at that time.

The follow-up to this best seller came in 2003 with the introduction of the comforting Eau Parfumée au Thé Blanc, crafted by Master Perfumer Jacques Cavallier with actual Chinese white tea leaves.

Now, today’s perfumery technology revolutionizes both of these classics with new tea extracts, more than 30 years after the groundbreaking debut of Eau Parfumée.

Eau Parfumée is being reborn, elevated from its original Eau de Cologne formulas into concentrated Eau de Toilette versions.

Eau Parfumée Thé Vert Eau de Toilette features 94% natural-origin ingredients, including a green tea extract for the very first time. Crisp young green tea leaves mingle with fizzy bergamot to create a radiant jewel.

Eau Parfumée au Thé Blanc Eau de Toilette features 89% natural-origin ingredients, including a new China White Tea Supercritical Fluid Extraction that captures the refinement of white tea, both its fresh petal-like notes of white flowers and mellow fruity facets.

To complete the collection, both scents also come in a new delicately foaming Body Shower Gel and velvety Body Lotion, in addition to a generous 350ml Heritage Edition flacon of the Eau Parfumée Thé Vert Eau de Toilette.

As a finishing touch, the originals’ emblematic bottles, iconic minimalist silhouettes echoing Roman columns, have been refreshed. The new design showcases labels embossed with botanicals and a cap with a crackled inlay inspired by Chinese ceramic art, all evoking nature’s quiet sophistication.

BVLGARI TAKES OVER ATHENS AIRPORT

Following a successful debut at Rome Fiumicino, Bvlgari now unveils the second chapter of its reimagined Eau Parfumée Collection at Athens International Airport. Created in partnership with Avolta, the pop-up invites travelers to step into a radiant oasis, where they can experience a unique sensorial journey through the world of Bvlgari Perfumery.

THE DESIGN: PURE REFINEMENT

Rooted in the bold sophistication of the Eternal City, the space reflects classic Bvlgari codes. The Maison’s signature saffron hue suffuses the environment with the warmth of a Roman sunset. A Pavonazzetto marble table, adorned with a sumptuous bouquet, serves as an eye-catching focal point.

Dynamic storytelling unfolds across a floor-to-ceiling video wall, showcasing the evolution of the Eau Parfumée Collection, including the debut of its graceful new flacon design. Launched in 1992, the first tea-inspired scent established an entirely new type of fragrance. Now the icons—Thé Vert and Thé Blanc—are reborn, infused with genuine tea extracts, thanks to the latest olfactory technology.

BESPOKE EXPERIENCE

The pop-up offers travelers a moment of calm in the soothing world of the Eau Parfumée Collection. Adding a personal touch, an artist will be on-site three days a week to create custom watercolor illustrations inspired by each client’s chosen scent—a one-of-a-kind memento of their fragrance journey.

DISCOVER THE NEW EAU PARFUMÉE THÉ COLLECTION

Drawing inspiration from a visit to the iconic Mariage Frères tea emporium in Paris, Master Perfumer Jean-Claude Ellena boldly captured the essence of green tea in a fragrance, a feat made even more remarkable by the absence of green tea extracts at the time. Building upon this success, Jacques Cavalier introduced the soothing Eau Parfumée au Thé Blanc in 2003, crafted with authentic Chinese white tea leaves.

Now, over three decades after the debut of Eau Parfumée, innovation elevates these classics with cutting-edge tea extraction techniques. The Eau Parfumée collection is reborn, transitioning from its original Eau de Cologne concentration to a more intense Eau de Toilette formulation.

Eau Parfumée Thé Vert Eau de Toilette, boasting 94% natural-origin ingredients, showcases a green tea extract for the very first time, blending crisp young green tea leaves with vibrant bergamot for a sparkling, radiant scent. Eau Parfumée au Thé Blanc Eau de Toilette features 89% natural-origin ingredients, highlighting a new China White Tea Supercritical Fluid Extraction to capture the delicate nuances of white tea, from its fresh, floral notes to its mellow, fruity undertones.

Expanding the collection, both fragrances are complemented by a new gently foaming Body Shower Gel and a velvety Body Lotion, alongside a substantial 350ml Heritage Edition flacon of Eau Parfumée Thé Vert Eau de Toilette.

Finally, the collection’s signature bottles, with their minimalist, Roman-inspired columns, have been updated with botanical-embossed labels and a cap featuring a crackled inlay reminiscent of Chinese ceramics.