Puig-owned fragrance brand Paco Rabanne is debuting its first-ever Christmas Market in the UK this winter.
To kick off the tour, the brand will call at Manchester Piccadilly Gardens on 30 November, before moving onto Birmingham Bullring shopping centre from 7 - 9 December, making its way to London’s Covent Garden and ending at Liverpool One’s shopping complex on 23 December.
The fragrance-focused market will run in conjunction with an integrated digital campaign, inspired by the craftsmanship of metal workers.
This pays homage to the traditional metal discs used by the House of Paco Rabanne.
Commenting on the venture, Puig’s UK Marketing Director, Aliki Zachariadis said: “We’ve been known as a fragrance brand to deliver beautiful storytelling through our innovative bottles and ads.
“However, this is no longer enough to capture the attention of Millennial consumers who seek experience above anything else.”
With the new retail initiative Zachariadis wants to offer consumers a different shopping experience.
He added: “With the Paco Rabanne Christmas Market we hope to bring our story to life through a totally immersive experience during the most important gifting period of the year.”
Paco Rabanne is responsible for creating the fragrances 1 Million, Lady Million, Pure XS and Olympéa.