Chloé has brought its Bouquiniste pop-up concept to life at Geneva Airport, marking the activation’s debut in Travel Retail Europe.
Coty and Lagardère partnered to bring the concept to Switzerland, inviting travelers on an elegant, sensory fragrance journey through Chloé’s fragrance library, from the iconic Signature line to the ultra-premium collection Atelier des Fleurs. An official ribbon-cutting ceremony marked the opening, alongside the avant-première launch of Chloé Le Nectar, ahead of its worldwide launch on 1 September 2026.
Drawing inspiration from the bouquinistes, the open-air booksellers who line the banks of the River Seine, the Chloé Bouquiniste pop-up captures their vintage, literary charm, creativity, and the cultural soul of the Parisian Left Bank. The experience celebrates the ‘art de vivre’, the Parisian art of living, through a fragrance journey that blends heritage and modern femininity. Every detail of the pop-up was crafted to engage travelers in a meaningful and memorable way. The design evokes the atmosphere of a Paris riverside scene, with floral crates and bouquets, warm natural tones, and sophisticated decorative touches reminiscent of Chloé’s effortless style.
Oliver Louis, Managing Director, Travel Retail Europe and Africa, Coty, said: “We are thrilled to partner with Lagardère and Geneva Airport to introduce Chloé’s Bouquiniste pop-up concept as it makes its debut in Travel Retail Europe. The activation, inspired by the bookseller stalls along the banks of the Seine, invites visitors to slow down and immerse themselves in Chloé’s fragrance universe. The exclusive avant-première launch of Chloé Le Nectar made this occasion even more special, further underscoring what we do best at Coty – working closely with our partners to create dynamic, unforgettable retailtainment experiences.”
Marie Lafille, Commercial and Supply Director, Lagardère Travel Retail Switzerland, said: “Our partnership with Coty is underpinned by a shared vision to bring innovative retail experiences to life to travelers across the globe. This latest activation is the culmination of an exciting journey and serves as testament to the strength of our collaboration, enabling visitors to engage with a beloved brand in unique, unexpected ways.”
Kristina Mees, Commercial Director, Geneva Airport, said: “We are thrilled to welcome the Chloé Bouquiniste pop-up to Geneva Airport, as well as becoming the first airport to offer an exclusive preview of Chloé’s Le Nectar ahead of its worldwide launch. At Geneva Airport, we continuously strive to create premium and memorable experiences together with our partners, and this exciting activation is a wonderful expression of that ambition.”
Spotlight on Chloé Atelier des Fleurs Les Essences Méditerranéennes
At the heart of the pop-up activation lies Les Essences Méditerranéennes, with the collection marking another exciting new chapter for Chloé Atelier des Fleurs, introducing a dynamic olfactive expression inspired by the beauty, vibrancy, and warmth of the Mediterranean region. To commemorate the occasion, travelers purchasing a fragrance from the collection can personalize the bottle with bespoke Mediterranean shell charms, inspired by the treasures of the coastline and crafted to transform each bottle into a one-of-a-kind object of desire.
Completing the experience, beautifully illustrated postcards celebrating the iconic ingredients of the Les Essences Méditerranéennes collection invite discovery and capture attention.
Exclusive Avant-Première Launch of Chloé Le Nectar
The opening of the Bouquiniste pop-up concept is further elevated by the exclusive avant-première launch of Chloé Le Nectar, the next instalment in Chloé’s collection of iconic fragrances. A neo-vintage gourmand scent, Le Nectar evokes the contrast between the warm spirit of vintage fragrance and the luminous ease of contemporary femininity, opening with sparkling bergamot before revealing a heart of neroli, orange blossom absolute, and rose absolute, then settling into a base of tonka absolute, amber accord, patchouli, ambroxan, cashmeran, and sandalwood.
Presented in Chloé’s signature pleated glass flacon in a new amber hue with a golden beige ribbon, Le Nectar is available in refillable 30 ml, 50 ml, and 100 ml sizes. Further celebrating the launch, travellers will receive a complimentary Chloé-branded charm keychain with purchase.
