Puig Travel Retail Europe is inviting travellers at Istanbul New Airport (INA) to discover niche fragrance brand Penhaligon’s through a consumer-centric pop-up that celebrates the British brand’s unique storytelling.

The immersive pop-up has been running since January and despite lower than usual passenger traffic, it has proved hugely successful with travellers.

High visibility pop-up space
The animation, in partnership with Unifree/Heinemann, occupies a high visibility area in Terminal 4 and showcases the Penhaligon’s Portraits Collection and Trade Routes Collection. The space will remain open until the end of June, with Penhaligon’s products then permanently available at INA from July.

Inspired by the complex lives of fictitious British aristocrats from the end of the 19th Century, Portraits takes storytelling through entertainment to the next level. The newest addition to the Portraits range is William Penhaligon – a woody oriental fragrance that pays tribute to the Penhaligon’s Founder who was a Cornish barber and perfumer.

Portrait fragrances are presented in luxurious heavy glass bottles with brass-coloured heads, housed in exquisite packaging designed by Icelandic illustrator Kristjana S. Williams.

Trade Routes is inspired by a journey around the world to find ‘The Finest Exotic Imported Ingredients,’ which were  imported into London in the 19th Century. The line’s best-selling fragrance, Halfeti, is inspired by the mysterious black rose found growing along the riverbanks of the Euphrates in the town of Halfeti in Turkey. The scent blends fruits, spices and deep notes with creamy jasmine, and mysterious rose, resulting in a fragrance suited to both men and women.

An enhanced digital shopping experience
The shopping experience at the pop-up is elevated through the use of Penhaligon’s digital tools such as fragrance profiling and the innovative Magic Monocle. Magic Monocle is a self-discovery tool that enables customers to discover the story behind every Penhaligon’s fragrance by scanning one QR code with their phone. Key ingredient and olfactive information is presented for each fragrance, allowing consumers to explore the product along with recommendations based on their preference.

Kaatje Noens, Puig Vice President Travel Retail, commented: “Puig remains strongly committed to travel retail as a brand building platform and dedicated to delivering engaging, disruptive retail to make our customers dream. Storytelling is at the heart of Penhaligon’s and we’re delighted to bring the brand’sunique fragrance stories to life via this engaging space at Istanbul New Airport, which combines retail excellence and digital elements to enhance the shopper journey.”

Ian Foster, Unifree Chief Commercial Officer, said: “Penhaligon’s is a one-of-a-kind brand that beautifully complements our wider assortment of niche brands through its unique retail concept and fantastic product assortment. Additionally, the brand’s focus on offering incredible consumer experiences and obssesion with customer service nicely aligns with our strategy as a retailer. Penhaligon’s is a fantastic asset to encourage travellers to discover the wider duty free offer in-store and we are delighted to finally have the opportunity to present the brand to our customers at Istanbul New Airport.”

Britta Hoffmann, Heinemann Director Purchasing Perfume & Cosmetics, added: “With Penhaligon’s, we are delighted to present yet another success story thanks to the outstanding partnership between Puig and Gebr. Heinemann. The brand shines with a beautiful performance in Istanbul and is definitely setting a new and very exciting standard, meeting our customers’ demand for exclusive niche brands. We are extremely pleased with this result and are excited to see what the future of Penhaligon’s holds.”