Dolce&Gabbana Beauty debuts with a maxi pop-up in Bangkok
Dolce&Gabbana Beauty marks a new stage in its international travel retail strategy with the opening of the first large pop-up in the Asia Pacific area, inside Bangkok Suvarnabhumi Airport (BKK), Thailand's main air gateway. The choice of the airport, a fundamental hub for regional and intercontinental tourist flows, confirms the growing role of airports as privileged showcases for luxury brands.
The activation, scheduled during the period of maximum tourist influx, celebrates twenty years of success of The One line and accompanies the launch of the new The One Eau de Parfum Intense and The One For Men Parfum, strengthening the brand's positioning in the segment of iconic fragrances.
A sensory journey between elegance and brand identity
The pop-up is entirely dedicated to The One universe and stands out for installations in golden tones that recall the unmistakable shapes of the bottles. The experience begins with a narrative journey that traces the history of the collection, highlighting the key moments that have decreed its global success and symbolic value over time.
Digital advice and entertainment for Travellers
Inside the space, passengers can access digital consultancy services designed to guide them through the discovery of the entire Dolce&Gabbana Beauty range, from fragrances to make-up.
The concept is completed with retailtainment activities that transform the stop at the airport into an engaging experience: personalized photo shoots and dedicated messages allow Travellers to express their personality and create an emotional bond with the brand.
From the airport to the city centre
Once the airport phase is completed, the project continues in the heart of the Thai capital, extending the experience to a strategic urban context and strengthening the continuity between travel retail and city retail.
An omnichannel approach that allows the brand to intercept different audiences, including international Travellers and local consumers.
The Bangkok initiative represents the starting point of a broader development plan: in the coming years, new The One installations are planned in the main international airport hubs, confirming the growing importance of travel retail as a lever for branding, storytelling and experiential innovation for the beauty and luxury sector.
