Bulgari has unveiled two new European travel retail pop-ups dedicated to its reimagined Eau Parfumée Collection.
It will debut first at Rome, Italy’s, Fiumicino Airport in partnership with Lagardère, followed by a second installation at Athens International Airport in Greece with Avolta.
The openings celebrate the rebirth of the brand’s iconic tea-inspired fragrances, Thé Vert and Thé Blanc, now updated with “genuine tea extracts” and more concentrated Eau de Toilette formulas.
First launched in 1992, Eau Parfumée pioneered the use of tea notes in perfumery – an innovation inspired by Master Perfumer Jean-Claude Ellena’s visit to the Mariage Frères tea emporium in Paris.
Thé Vert followed in 2003 by Jacques Cavallier’s Eau Parfumée au Thé Blanc, crafted with Chinese white tea leaves.
More than three decades later, both fragrances have been reformulated using advanced extraction techniques.
Each fragrance is joined by complementary Body Shower Gels, Body Lotions and a 350ml Heritage Edition flacon of Thé Vert.
The bottles, inspired by Roman columns, now feature embossed botanical labels and a crackled ceramic-inspired cap.
Bulgari has opened two fragrance pop-ups in Athens International Airport (pictured) and Rome's Fiumicino Airport
A living wall nods to the natural inspirations behind Bvlgari’s fragrances, while a central marble table displays the Eau Parfumée line.
Visitors can also explore the brand’s high perfumery ranges, Bvlgari Le Gemme and Bvlgari Allegra.
In Athens, a Pavonazzetto marble table and saffron tones set the scene, while a floor-to-ceiling video wall celebrates the Eau Parfumée Collection’s evolution.
The design mirrors the Roman Maison’s aesthetic, while offering travellers a calm retreat from the bustle of the terminal.
At both locations, the customer journey is enhanced by a bespoke service.
Three days per week an artist will create custom watercolour illustrations inspired by the client’s chosen scent, providing a personalised keepsake.
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