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La Mer opens immersive pop-up exhibit in Shanghai

La Mer

Luxury skincare brand La Mer has opened an immersive pop-up space in China earlier in October 2019, showcasing the U.S. brand’s latest campaign that highlights cosmetic links to the ocean.

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The Estee Lauder-owned La Mer tapped New York-based creative agency School House to establish the new pop-up exhibit, which opened in Shanghai’s Power Station of Art on October 9.

The immersive activation is part of La Mer’s Edge of the Sea campaign; a multi-sensory event that “explores the joyful, powerfully truthful story of the sea and its role in discovery, healing and recollection,” said School House, in a press release.

School House worked alongside lighting firm Luciforma for the project, with production and technical assistance from APAX Group and Patten Studio.

“This was the first international exhibition that School House has had the opportunity to conceptualize and produce. It required us to bridge strategic thinking, retail experience and brand storytelling in a new way, for a new market,” added Christopher Skinner, founder and principal of School House.

Inside the Power Station of Art, where the Shanghai Biennale also takes place, Edge of the Sea visualises the coming together of air and water, in reference to La Mer’s founder Max Huber, and his “fascination with polar opposites, sky and sea,” read the press release.

The campaign also evokes La Mer’s signature Crème de la Mer and Huber’s ‘Miracle Broth’, the foundation of all La Mer’s products.

The Shanghai exhibit homes in on the story behind the brand and features life-like immersive photography, shot by father-daughter duo, Mario and Gray Sorrenti.

For example, a projection ring has been crafted with Sorrenti imagery. It features shots from the duo’s sea-fairing trips, curated as a 360-degree visual and audio display that Shanghai visitors can either pass through or sit in, as part of the experience.

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Edge of the Sea opens on October 9 and runs through October 23.