Armani beauty announced the opening of its first ARMANI BOX ON AIR itinerant pop-up store at Hainan’s Sanya International Duty Free Shopping Complex. The shopping mall will showcase the brand’s beauty universe until 29th September.
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The opening was celebrated with a livestreaming moment in presence of celebrity Ghost Lil and influencer Teacher XU.
The new ARMANI BOX ON AIR experience immerses customers into the world of cinema, one of the brand’s greatest inspirations, by allowing them to shoot their own scenario from a movie director perspective, in an eco-conceived design.
Visitors are invited to perform and record their own screenplay in studio set conditions, by wearing Armani beauty products, through four curated scenarios: “Live your Passion”, “Capture your Glow”, “Escape to nature” and “Live your own scenario”.
Greeted by the giant gorilla Uri in a new white version animated with a mapping technology, visitors can also indulge in a series of immersive experiences, both online and offline, including a virtual makeup application, a skincare consultation through the Crema Nera journey and an augmented reality moment. The new pop-up store also features digital experiences such as a tailor-made voice concierge and live selling moments.
ARMANI BOX is a sensorial and playful immersion in the Armani beauty universe. Visitors can discover novelties such as Lip Maestro in shade 400G in a new golden packaging, and limited editions such as Lip Maestro 405 in an exclusive Uri and stars packaging.
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Visitors can also discover iconic products such as My Armani to Go Cushion, Power Fabric and Designer Lift foundations, the full Armani lip range, the Sì Passione fragrance and Crema Nera collection.