Valentino Beauty has released Born in Roma Intense in Avant-première as part of an exclusive partnership with Dubai Duty Free (DDF) and L’Oréal Travel Retail Europe. The launch is showcased among 10+ animation sites within Dubai International Airport, the world’s busiest international hub and winner of ‘Airport of the Year’ at the Aviation Business Awards 2022. The pop up will remain until the 15th of March.

Digital experience:

Valentino Beauty introduces for the first time a dedicated digital campaign to offer an augmented O+O shopping experience in airports. Dubai International Airport travelers are invited to go to the pop-up, which has a dedicated platform showcasing its localization through a map. Blurring the lines between the digital and real worlds, the platform embarks shoppers on an ingredient discovery journey. From the bourbon vanilla top note to the base notes, they can learn more about Born in Roma’s intense olfactory family.

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Retail design + BIR Intense + BIR Concept:

Retail design is a tribute to Valentino Creative Director Pierpaolo Piccioli’s “Cool, Color, Couture” mantra. With its vibrant walls in the iconic Valentino pink and black satin, signature rock studs, and neon touches adding an extravagant coolness to the store, shoppers can enjoy an immersive experience into the Valentino beauty DNA.

Shoppers are invited to try Born in Roma Intense, the scent of those who live intensely. The fragrance is about sparking a feeling of celebration with the energy of a grand night in the eternal city of Rome. The pop-up also features the complete range of Valentino’s Born in Roma franchise, its bestselling line that celebrates individuality, authenticity, and inclusivity. The fragrances tell a story of self-expression: a celebration of people living freely while embracing their heritage.

Customers are invited to visit the exclusive store to discover the latest products.