CHINA. L’Oréal Travel Retail Asia Pacific celebrated the recent launch of the Prada Paradoxe fragrance line from Prada Beauty by opening indoor and outdoor pop-up spaces at cdf Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan on 1 January.
This is the second major activation partnership in rapid succession between Prada Beauty and China Duty Free (CDFG), which as reported recently unveiled two pop-ups at the cdf Haikou International Duty Free Shopping Complex to showcase Prada Paradoxe.
L’Oréal Travel Retail Asia Pacific described the Haitang Bay pop-up as a Lunar New Year world first for Prada Beauty and an inaugural activation at the Haitang Bay shopping emporium. The activation is designed to showcase the brand’s position as a pioneer while making a statement of confidence in the market,
Connecting traditions and modernity has always been the Prada DNA and this year for the first time, the brand has reinvented the red lantern – a traditional symbol of good fortune.
The pop-up, which occupies 130sq m and is more than 4m tall, features a design that integrates familiar elements of Prada in an unexpected way.
The red semi see-through triangular fins, inspired by the Prada triangle logo, surround the periphery of the pop-up and provide a visual effect of a moving lantern as visitors approach.
Another striking feature is the black and white checkered flooring, which is synonymous with the Prada brand. With this interpretation of the symbol of good fortune, Prada Beauty invites visitors to explore new perspectives and celebrate the festive season through January
Stepping into the Prada lantern of luck, visitors are immersed in an avant-garde and sophisticated olfactory experience. The key feature is the new signature feminine fragrance, Prada Paradoxe.
Dubbed “a confluence of conundrums”, Prada Paradoxe is “the quintessential expression of the Prada woman in all her forms, a fresh perspective on the enigma of femininity”, according to Prada Beauty.
Thanks to touchless scent diffusion, visitors can enjoy a fuss-free fragrance experience.
Divided into different zones, the Ingredient Zone allows consumers to explore Prada Paradoxe’s various ingredients. These include the neroli bud, where the scent is extracted before the bud opens; and Ambrofix, an innovative bio-converted amber which is naturally derived to deliver an authentic woody ambergris note.
They also include Serenolide, described as a new revolutionary musk molecule that ensures the note is immediately noticeable from the top in a second skin experience. An interactive screen experience lets visitors discover how the ingredients reveal new sensory experiences.
The Photography Zone further stimulates the imagination of visitors through the use of an immersive AR technology, which brings visitors much closer to the universe of Prada Paradoxe.
Utilising an AR lens, visitors can select various scenes, eye makeup and even Prada embellishments. The personalised images and unique experience are shareable immediately on the visitors’ social media platforms.
An additional Fragrance Experience Zone has been integrated into the pop-up to showcase the full range of Prada fragrances. In particular, the Les Infusions Experience Zone allows visitors to interact with the collection and discover the ingredients and technology that create the distinct olfactory experience.
L’Oréal Travel Retail Asia Pacific General Manager of Designer Brand Fragrances Ricardo Schmidt Diaz said, “Prada Beauty is a brand of perpetual exploration and reinvention, with a perspective of uncompromised quality and radical elegance.
“Connecting traditions and modernity has always been in the Prada DNA. This is the first-ever activation launch for Prada Beauty for LNY in the world. We hope Chinese consumers will enjoy themselves to celebrate Lunar New Year with Prada Beauty and to fall in love with this avant-garde and sophisticated brand.
“Also, as the first activation of Prada Beauty at the CDF Sanya International Duty Free Shopping Complex, we are looking forward to even more collaborations with CDFG to bring unique, immersive fragrance experiences to our consumers.”
China Duty Free Group General Manager of Perfume and Cosmetics department, Central Merchandising Division Grace Wang added, “We are very honoured to be working with Prada Beauty on the first-ever Lunar New Year activation in collaboration with CDFG.
“The interactive experiences brought by the brand showcases the brand’s DNA and identity in bringing the element of sophistication and avant-garde to shoppers. It played an essential role in driving newness and excitement to the mall this Lunar New Year. We are very happy to bring about this successful activation and look forward to even more collaborations.” ✈
