British perfumery brand Penhaligon’s has partnered with Dubai Duty Free to launch its travel retail exclusive Festival of Flight concept in the Middle East, at Dubai International Airport Terminal 1, Concourse D. The long-term animation follows the debut Festival of Flight pop-up at Incheon International Airport.

Inspired by the early days of aviation, the 33 sq m Festival of Flight activation is anchored by a strong sense of place and provides travellers at Dubai Airport with a one-way ticket to an exclusive olfactory expedition. The concept captures the magic of exploration with clouds, old travel contraptions and machines including a hot air balloon, a propeller plane and blimp all adorning the space.

Several Penhaligon’s ranges are available to purchase at the pop-up, including the popular British Tales and Portraits fragrance collections, Potions & Remedies line, as well as a selection of body & bath products and fragrance discovery sets. Shoppers at the space can also find their signature scent via a unique Destination Fragrance Profiling experience in which Penhaligon’s fragrance experts pair consumers with their perfect scent.

To enhance the consumer experience and commemorate the first Festival of Flight pop-up in the Middle East, Penhaligon’s has developed special gifts-with-purchase that incorporate local Dubai culture to evoke a strong sense of place. Shoppers can enjoy an exclusive engraving and gift-wrapping service.

Kaatje Noens, Puig Executive Vice President Global Travel Retail, said: “The launch of the first Penhaligon’s Festival of Flight activation in the Middle East underlines our flourishing partnership with Dubai Duty Free and joint commitment to offering memorable retail experiences to travellers. As the world’s top airport for international traffic, Dubai is the ideal location to immerse passengers in the exploration mindset of William Penhaligon.”