BYREDO, in collaboration with Dubai Duty Free, proudly unveils its first Travel Retail pop-up in the Middle East, located at Dubai International Airport, Terminal 1, Concourse D.
The exclusive pop-up offers travellers a unique shopping experience that embodies the brand’s ethos and creates memorable moments for passengers. To commemorate BYREDO’s first large-scale presence in the region, the pop-up offers exclusive collections and services tailored to travellers.
The pop-up’s design is inherently BYREDO, featuring the brand’ signature minimalist aesthetic with playful, curvaceous forms and a neutral colour palette that creates a sophisticated mood. This distinctive design ensures the structure stands out within the bustling terminal, enticing travellers to explore a wide selection of BYREDO’s offerings.
Travellers will have the opportunity to explore BYREDO’s most iconic fragrances, including Bal D’Afrique, Black Saffron, and Blanche, available in 50, 100, and 250ml sizes. BYREDO’s fragrance experts will be present to guide shoppers to discover their perfect scent, ensuring a personalised experience tailored to individual preferences. As part of the pop-up’s exclusive offerings, BYREDO also celebrates the 10th anniversary of its renowned fragrance, Mojave Ghost. Inspired by the desert flower, Mojave Ghost is a captivating blend of strength and resilience. To mark this milestone, each bottle purchased at the pop-up will feature a custom engraving of the desert flower that inspired the fragrance’s story.
In addition to the popular fragrance collections, travellers can also discover the BYREDO bath line and fragrance discovery sets, along with BYREDO’s ByProduct line featuring eyewear, leather goods, and accessories. Special services available at the pop-up include personalised engraving, calligraphy, and complimentary gift-wrapping.
Kaatje Noens, Executive Vice President Global Travel Retail at Puig, commented: “BYREDO’s debut in the Middle East travel retail market at Dubai International Airport marks a significant milestone for the brand. As consumers continue to seek unique and luxurious experiences, we are thrilled to offer BYREDO’s distinctive fragrance and accessory collections in such a vibrant location. This exclusive pop-up allows us to connect with travellers in a meaningful way, offering them a personalised and memorable experience that reflects the essence of BYREDO.”
Founded in 2006 by Ben Gorham in Stockholm, BYREDO has redefined luxury by translating emotions and memories into thoughtfully crafted products. The brand continues to reinvent the world of luxury with an approach led by creativity and emotional connection, expressing a full and limitless brand universe. This exclusive pop-up invites travellers to discover BYREDO’s world of luxury, emotion, and craftsmanship at Dubai International Airport, and offers discerning shoppers a chance to engage with BYREDO’s timeless creations.
