Dufry introduces new retail concept with Dior at GRU Airport


The new concept Dior pop up store opened with Dufry in São Paulo Guarulhos Airport (GRU) in Brazil, showing the three “universes” featuring Dior Addict as well as the bar-inspired men’s area presenting the Dior men’s fragrances in an undeniably masculine atmosphere.


Dufry, in partnership with Dior, has opened the first ever pop up store of the brand, located in the departure area of Terminal 3 São Paulo/Guarulhos Airport (GRU) in Brazil.

The Dior Pop Up boutique is situated in a key location of passenger traffic and offers an exciting shopping environment, reflecting the brand’s unique heritage of luxury and innovation, says the company.

The store is part of Dufry’s new retail concept in the duty free departure area of Terminal 3 at GRU Airport, which has been tailored to present new brands and products in the Brazilian market. Developed with the support from GRU Airport, the boulevard area was completely redesigned in order to bring to customers a unique shopping experience at this airport.

PAH_5213-small-560 The new concept provides the flexibility to quickly change the shop format, concept, product offer and promotions, complementing Dufry’s world class shopping offer, which also includes several iconic brand boutiques and a main store, across almost 3,200 sqm of retail space.

The pop up Dior store measures 65 sq meters, divided into two Dior “universes,” and presenting Dior’s make-up collections and fragrances across dedicated and specially designed spaces. The pop up store will have Dior beauty consultants offering different services, such as fragrance consultation and flash make-up.

PAH_5292-smallOn one side of the shop, customers can find the colorful universe of Dior Addict Lacquer stick, the last creation of Peter Philips, the Creative and Image Director for Dior Makeup. On the other side, customers will be invited to discover this new hybrid of half lacquer and half lipstick while being situated in the fun and colorful context of a Los Angeles diner.

There is also an entire area dedicated to men on the opposite side, where they will be offered the possibility to experience an area dedicated to the discovery of the men’s fragrances from the House of Dior.

The men’s area was inspired by cocktail bars and wines & spirits, where Dior offers a playful approach to its iconic creations by François Demachy, Dior Perfumer-Creator, including Sauvage and its new and revolutionary Very Cool Spray, Dior Homme, and Fahrenheit. The masculine environment emphasizes the unique savoir-faire of the Maison as well as the French savoir-vivre, says the company.


Dior Addict Lacquer stick revolutionizes color

Dior Addict Lacquer   The new Dior Addict Lacquer stick transforms color into a lacquered, easy to wear shine, says the company.

Dior Addict is the first lacquer stick concentrated in a highly pigmented lacquer. The exceptional color expression of this new generation lacquer inspired Peter Philips to create the four color trends of the season: Pastel, Neon, Classic and Wild, “all of which are influenced by emblematic L.A. spots, bathed in the light of the West Coast and embodied by the beautiful and ultimate LA girl, Jennifer Lawrence,” says Dior.

Dior Addict Lacquer is an easy-to-apply stick that delivers instant results with 6 hours of wear and unrivaled texture.

Customers will be invited to experience a palette of 18 color creations ranging from the highly experimental to the most timeless. Four It-shades set the tone for this collection of audacious colors that are elegantly cool: 877 Turn Me Dior, 684 Diabolo, 924 Sauvage, and  550 Tease.