Qatar Duty Free has cut the ribbon on a new retail concept for Dior’s fragrance collection at Hamas International Airport, according to a report published by the Gulf Times.

The Maison de Parfum Pavilion will transport travellers to the brand’s Grasse-based perfume laboratory via virtual reality, allowing them to discover the story behind the LVMH-owned marque’s best-selling scents, Sauvage, J’Adore and Miss Dior. Customization services will also be available, allowing shoppers to personalize their purchases.

“QDF provides passengers with the latest premium services and a variety of products available across all of QDF’s outlets in HIA’s main departure terminal. The exclusive Dior pavilion will enhance passengers’ experience while shopping, giving them the opportunity to try technology by being transferred to Grasse gardens in France through virtual reality and enjoy the customization or the personalization of their purchases with special engraving and wrapping services,” Luis Gasset, QDF Senior Vice President, told the Gulf Times.