Maison Margiela Fragrances, through L’Oréal Travel Retail Asia Pacific, has created its first animation in Asia Pacific travel retail.
A ‘creative laboratory’ pop-up was launched in partnership with The Shilla Duty Free’s Beauty&You store at Hong Kong International Airport on 15 August, 2019, promoting the brand’s Replica fragrances for men and women.
French fashion house Maison Margiela was founded in 1988 by Belgian designer Martin Margiela. Its first fragrance collection, Untitled, was launched in 2010, following a partnership agreement between L’Oréal and Maison Margiela in 2008.
The Hong Kong animation, which ran until 11 September, offered a ‘unique customer journey’ that was elevated by personalisation opportunities.
Travelling customers were able to choose their Replica fragrances, use a typewriter to personalise the cotton labels on the perfume bottles, and customise their Maison Margiela white pouches with a polaroid photo.
The Replica fragrance collection was designed to ‘evoke images’ and ‘positive emotions’ and comprised ten scents including: Beach Walk, Jazz Club, and Lazy Sunday Morning.
According to the brand, the range takes olfactory design cues from Maison Margiela’s original Replica line which was launched in 1994. The avant-garde collection was made up of clothing and accessories gathered from all over the world. The items were reproduced and marked with a plain white label, that explained each garment’s provenance.
L’Oréal Travel Retail Asia Pacific Designer Brands and Fragrances General Manager Tony Khajenouri commented: “We are excited to launch our first-ever Maison Margiela Fragrances animation in Travel Retail Asia Pacific together with Shilla Duty Free at Hong Kong International Airport.”
“This space perfectly translates how Maison Margiela Fragrances invites travellers to create their own personal memory journey. I look forward to rolling out more counters in travel retail Asia Pacific in the near future,” he added.
The Shilla Duty Free Hong Kong Managing Director Changha Shin said: “We are delighted to launch the first Maison Margiela’s animation in Travel Retail Asia Pacific at our Beauty&You store. This store is a perfect demonstration of our commitment to deliver a comprehensive beauty retail experience and perceived value to our travellers to enjoy.”
(Source: Moodie Davitt Report)