Maison Margiela sails into new waters with China Duty Free at Haitang Bay

By Luke Barras-hill |

The week-long Maison Margiela Fragrances Replica pop-up at Sanya International Duty Free Shopping Complex transported visitors on a digitalised olfactory journey.

L’Oréal Travel Retail Asia Pacific has launched Maison Margiela Fragrances with China Duty Free Group (CDFG) at the Sanya International Duty Free Shopping Complex [see video below].

An event held this month at the helm of a custom-made ‘Replica’ sailboat inspired by the best-selling Replica fragrance ‘Sailing Day’ featured Maison Margiela Fragrances Asia Ambassador Chris Lee.

Lee was joined on stage by Don Huang, Business Development Director of L’Oréal Travel Retail APAC; Grace Wang, General Manager of Perfume and Cosmetics Department, Central Merchandising Division, CDFG; and Xu Jiang Gao, Vice General Manager, CDFG.

After the inauguration, Lee visited the Maison Margiela Fragrances Replica pop-up store.


Opened on 1 July, the pop-up offered visitors a series of immersive experiences including an AR sensory fragrance room.

This took viewers on a 360-degree journey to discover their favourite Replica fragrances, either via a discovery bar or the Maison Margiela online fragrance finder.

KOL at the Maison Margiela Replica fragrance workshop, which was held at the Capella luxury resort in Sanya.

Meanwhile, a ‘Sailing Day’ digital wall showcased some of the highlights.

With its distinct brand image and design language, the Maison Margiela Fragrances Replica pop-up drew a fashionable crowd, including many KOLs who were taken on a digitalised olfactory journey across the pop-up.

The event continued at Capella Sanya, where Lee provided an interview on personal experiences with fashion and fragrance.

KOLs were invited to a brand fragrance workshop at the resort, followed by a sailing trip along the beautiful 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 heart of travellers across Asia Pacific.”

Grace Wang of CDFG added: “We are honoured to be a partner for this Maison Margiela Fragrance ‘Replica’ event, the biggest ever so far.

“This collaboration aligns well with our strategy to meet the increasing demands of Hainan travellers and shoppers for artisanal fragrances, especially one 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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