[In the Picture] Marie-Stella-Maris introduces the world to the “scent of Amsterdam” at Schiphol airport

Marie-Stella-Maris is making its debut in travel retail with a pop-up at Schiphol. In Lounge 1, the Dutch brand aims to introduce international travelers to “the scent of Amsterdam.”

A Logical Start

Marie-Stella-Maris, in collaboration with Lagardère Travel Retail, has deliberately chosen Schiphol as its first location in the travel retail channel. After all, for the Amsterdam-based brand, the airport is a logical place to reach an international audience. “As a brand founded in Amsterdam, Schiphol offers a natural platform to introduce our world to an international audience,” the company shared on LinkedIn.

Central to the pop-up is No.12 Objets d’Amsterdam, a fragrance the brand created inspired by its hometown. Visitors can not only discover products and scents but also write a postcard to someone dear to them. With this concept, Marie-Stella-Maris aims to offer more than just a traditional retail outlet. “The immersive pop-up brings together fragrance, design, and a moment of connection,” the brand says.