International Shoppes unveils first Guerlain Bee Concept in TR North America

French brand Guerlain (LVMH), in partnership with travel retailer International Shoppes, has revealed its new counter at New York John F. Kennedy (JKF), Terminal 1.

The 16 square-meter (172-square-foot) counter, which reopened in July, 2024- has doubled in size compared to its previous iteration. It was redesigned using the brand’s latest retail design concept, inspired by the Bee Concept, making it the first travel retail space in North America to adopt the Maison’s merchandising design. This aligns with the brand’s goal to enhance its image and improve the customer experience within travel retail. This renovation is also the embodiment of a long-standing partnership with International Shoppes, celebrating retail excellence and premium in-store experience, the companies tell TMI.

Scott Halpern, Co-CEO of International Shoppes, commented: “The newly redesigned Guerlain unit at JFK T1 is exceptional and will certainly raise the bar for future buildouts. This new counter is a reflection of the strong collaboration between International Shoppes and Guerlain, built on our shared dedication to deliver an unparalleled in-store experience that reflects the quality and innovation both of our brands are known for.”

The counter features Guerlain’s complete range of core collections, spanning fragrance, makeup, and skincare, including the prestigious Orchidée Impériale Black skincare line. Guests can also enjoy complimentary services, such as flash makeup applications or skincare consultations prior to their flight departure.