L’Oréal Travel Retail has joined forces with DFS Group to create the debut pop-up concept for its Maison Margiela brand, at the retailer’s Samaritaine Paris department store.
The animation, which began at the beginning of August, will run until 3 October.
The pop-up showcases Maison Margiela’s ‘Replica’ scented candle and fragrance collection, which aims to recreate memorable moments and experiences.
In total, 12 fragrances are featured, including the latest ‘On a Date’ scent, said to have been inspired by the ‘golden hour’ light of a summer evening in Provence.
Recreating memories with Maison Margiela
According to L’Oréal, the pop-up offers shoppers an innovative retailtainment experience that incorporates a multi-sensory journey of discovery via an interactive table.
Whenever a fragrance is selected, a corresponding film is projected onto a screen, immersing customers in the memory linked to that scent.
Personalisation is a key feature of the Maison Margiela pop-up. Shoppers can customise the labels of the fragrance bottles they buy, and the brand’s Replica pouches.
These personalised fragrance labels allow customers to tailor ‘Provenance and Period’ and the ‘Style Description’, according to their own memory. Shoppers are also invited to print their own photo of a cherished memory in-store, directly from their smartphone, to accessorise their Replica pouch.
To further personalise their purchases, customers can choose between two premium fabric boxes, each made from 100% recycled cardboard, in line with the brand’s commitment to sustainable luxury.
Finally, shoppers can choose between two gifts – a miniature fragrance or candle – as a souvenir of their visit.