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). This is Dior Prestige's first pop-up boutique in a South-East Asia airport. Located at the Satellite building of KLIA's main terminal, this exclusive pop-up boutique concept lets travellers experience Dior skincare's products and its premium skincare range, Dior Prestige.