The Maison Margiela Replica pop-up at Sanya International Duty-Free Shopping Complex
L’Oréal Travel Retail Asia Pacific and China Duty Free Group (CDFG) have collaborated to launch an immersive Maison Margiela Replica fragrance pop-up. Inspired by the campaign theme 'Replica Memory Trip', the pop-up at Sanya International Duty-Free Shopping Complex in Haitang Bay was inaugurated on June 9 by brand ambassador, Chinese singer and actress Chris Lee.
Marking the third annual summer activation for the brand, the pop-up store invites visitors to relax in a 'Lazy Sunday Morning'-inspired coffee corner until June 26. This space presents an immersive pillow wall and photo-worthy moment to visitors, while the 'Sailing Day' space immerses visitors in an interactive memory of a day spent on the sea. At the 'Replica Memory Gallery' space, they are invited to upload their cherished memories to the various digital frames on the wall and explore the full Replica collection. Visitors can also immerse themselves in the home fragrance and bath and body collections, with curated scented lifestyle experiences.
A look inside the Replica pop-up installation
The brand’s unique concept of memory can also be tailored to each guest through personalized labels with their photo that can be placed on the fragrance bottles. Brand Ambassador Chris Lee attended the pop-up opening ceremony and unveiled her own curation of 'Replica Memory Trip Gallery.' During the event, she shared her memories from her recent trip to Paris where she shot her latest campaigns, which were premiered during the ceremony.
After the event, Lee continued the Replica Memory Trip with a pop-up tour, exploring the different rooms and sharing the experiences via livestream, which was broadcast on seven social media platforms, inviting travelers to visit the pop-up. She also invited audiences to explore the pop-up store through a virtual experience on Douyin.
