Dior takes themed step with Studio Voyage

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Exclusive to TRW: By Neena Dhillon

Parfums Christian Dior will unveil a new merchandising concept called Studio Voyage at Madrid Barajas airport this Summer, in conjunction with Aldeasa. Studio Voyage will debut as a shop-in-shop concept at Aldeasa's forthcoming fragrances and cosmetics outlet, called Beauty Centre, which is scheduled to be opened around June in terminal one.

International director travel retailing André de Bausset told TRW: "This is a merchandising concept that's different from our traditional travel-retail approach. It can be adapted to shop-in-shops or even to a stand-alone boutique."

Dior is looking for potential airport locations to open Studio Voyage as a stand-alone boutique. But the concept's inauguration in June will demonstrate how Dior wants to present its assortment in a different and innovative way.

Added de Bausset: "Our traditional way of merchandising is to separate the different product categories into clear areas such as fragrances, make-up and skincare. But with this approach we are using lifestyle themes that will cross all the different categories."