Parfums Christian Dior teams up with Malaysia Airports Holdings Bhd to open its first pop-up boutique in KLIA

(Fourth from left) Nazli Aziz, senior GM of Commercial Services at MAHB, and Gregoire Walter (fifth from left), Parfums Christian Dior, Travel Retail South-East Asia Area manager at the recent media briefing of the Dior Prestige pop-up boutique at KLIA. - Sandra Low

Pop-up stores are all the rage, allowing brands to communicate with customers in a new way and introduce exclusive products.

In August, Parfums Christian Dior teamed up with Malaysia Airports Holdings Bhd (MAHB) and DR Group via its beauty arm, Colours & Fragrances (C&F) in introducing Dior Prestige's pop-up boutique at South-East Asia Travel Retail at Kuala Lumpur International Airport (KLIA).