CHINA (HAINAN). L’Oréal Travel Retail Asia Pacific and China Duty Free Group (CDFG) partnered recently to open a pop-up store devoted to Maison Margiela fragrances at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.
The pop-up, which opened on 1 July and runs for one month, was inspired by the Maison’s Replica line, first introduced in 2012, and in particular by best-selling fragrance Sailing Day.
A spectacular inauguration took place inside the CDFG event atrium at the helm of a custom-made ‘Replica’ sailboat in the presence of Maison Margiela Brand Ambassador for China, artist Chris Lee. She was joined by L’Oréal Travel Retail APAC Business Development Director Don Huang, CDFG General Manager of Perfume and Cosmetics Department, Central Merchandising Division Grace Wang and CDFG Vice General Manager Xu Jiang Gao.
The store offers visitors a series of immersive experiences. Among the highlights is an exclusive AR sensory fragrance room, taking viewers on a 360-degree ‘replicated memory journey’ while discovering their favourite Replica fragrances, either in a ‘discovery bar’ or via the Maison Margiela online fragrance finder.
A ‘Sailing Day’ digital wall showcased some of the inauguration day’s highlights. With its distinct brand image and design language, the pop-up opening event attracted KOLs who were taken on a digitalised olfactory journey within the store.
The inauguration event continued at Capella Sanya, where Lee was interviewed about her personal experiences in fashion and fragrance. KOLs were invited to join an immersive brand fragrance workshop at the resort, followed by a sailing trip along the Sanya coastline, on 9 July.
“The Maison Margiela ‘Replica’ Sailing Day event marked yet another milestone for the brand’s fast-growing momentum in Asia Pacific,” said Ricardo Schmidt Diaz, General Manager of Maison Margiela Perfume Travel Retail Asia Pacific. “We are extremely happy with the reception at the event. With this, we are confident that the brand’s unique proposition and its signature scents will continue to win the hearts of travellers across Asia Pacific.”
“We are honoured to be a partner for this Maison Margiela Fragrance ‘Replica’ event, the biggest ever so far,” said China Duty Free Group General Manager of Perfume and Cosmetics department, Central Merchandising Division Grace Wang.
“This collaboration aligns well with our strategy to meet the increasing demands of Hainan travellers and shoppers for artisanal fragrances, especially ones that are not just about the scent but also about evoking feelings, which is the case of the ‘Replica’ collection. We’re very happy to have witnessed great success and we hope to move forward with this winning partnership.”
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