Maison Margiela Fragrances and CDFG evoke ‘memories’ in Hainan 

By Kristiane Sherry |

Maison Margiela has opened a memories-themed pop-up in Hainan.

L’Oréal Travel Retail Asia Pacific and China Duty Free Group (CDFG) have teamed up to host a Maison Margiela Fragrances replica pop-up in Hainan, exploring the concept of memories.

The experiential activation, located at Sanya International Duty-Free Shopping Complex in Haitang Bay, kicked off on 9 June with an appearance from brand ambassador Chris Lee, a Chinese singer and actress.

The pop-up, the third annual summer activation of its kind, immerses visitors in Replica fragrances. 

A ‘Lazy Sunday Morning’ coffee corner, inspired by the scent of the dame name, invites guests to relax in a space with a pillow wall.

The ‘Sailing Day’ space is built around a recollection of a day spent at sea, while the ‘Replica Memory Gallery’ area allows guests to upload their own memories to digital frames. 

In addition to the fragrances, visitors could also explore Maison Margiela’s home fragrance, body and bath collections through scented lifestyle experiences. 

The memory concept continued through a personalisation activity where shoppers could print their own photographs on fragrance bottles. 

The pop-up ran throughout June and was the third annual activation of its kind.

During the launch event, Lee shared her own memories from a recent trip to Paris by displaying her own images. 

After the event, she embarked on a Replica Memory Trip pop-up tour, sharing experiences via live stream across even social media platforms. 

In late 2022, L’Oréal Travel Retail Asia Pacific opened an impressive 19 boutiques at CDF Haikou International Duty Free Shopping Complex in Hainan, China.


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