Coty Travel Retail has created a luxury environment for travel and fragrance discovery with its Around the World multi-brand fragrance pop-up store at Haikou GDF Plaza, which ran from 10-30 June.
The pop-up provided travellers in Hainan, China, with a curated, interactive set-up with retailtainment that ‘transported shoppers around the globe’ along with fragrances from hero brands including Chloé, Miu Miu and Marc Jacobs.
The immersive activation garnered star attention with Chinese singer and actress Cheng Xiao paying a visit to the store where she talked about her travel wish list and favourite scents.
As well as enjoying the brand-led activations and discovering the scents, visitors could take advantage of Chloé’s customisation service to have their initials engraved onto a charm, or opt for a custom-printed ribbon to tie on their shopping bags or around their wrist.
Digital initiatives amplified the impact, with a large interactive screen displaying well wishes, a QR code that led to an exclusive online app, and the chance to take selfies with dynamic photo effects and hot air balloon filters.
In addition, using the Alipay App, travellers could search “Duty Free Shopping” and be directed to the Coty Travel Around the World online page where they could pre-order products and collect brand coupons, enabling them to lock in deals and enjoy a bonus during their shopping experience.
The store itself was housed within a bright and airy structure to create a welcoming space.
At the heart was a giant hot air balloon, which visitors could step inside and embark on a ‘journey of discovery’ of a selection of Coty’s top fragrances.
The Chloé podium was adorned with floral illustrations that reflected the ‘elegant, free-spirited and uplifting’ character of the brand’s scents.
In the Miu Miu zone, visitors could immerse themselves in the brand’s youthful, original style, captured by vibrant colours, heart-shaped visuals and whimsical fragrance bottles.
In the dedicated Marc Jacobs space, playful illustrations and classic daisy graphics showcased the ‘independent and unfettered spirit’ of the house and its fragrances.
As part of the activation, there was also a dedicated area for the Chloé Atelier des Fleurs collection located adjacent to the pop-up.
Asia & Pacific,
Asia & Pacific,