Lights, camera, action! The Armani Box On Air pop-up takes centre-stage at the Sanya International Duty Free Shopping Complex in Hainan
CHINA. L’Oréal has partnered with China Duty Free Group (CDFG) to reveal the Armani Box On Air pop-up at the Sanya International Duty Free Shopping Complex in Hainan.
The striking animation was launched in true red carpet style with livestreaming sessions hosted by Chinese rapper Ghost Lil and top KOL Teacher XU. It will run until 29 September.
The Armani Box On Air activation was inspired by the glamorous world of cinema and invites shoppers to take over the director’s chair and be the star of their own movies. It combines online and offline elements including: a ModiFace virtual makeup application, personalised Crema Nera skincare consultations and an augmented reality zone.
Chinese rapper Ghost Lil hosted a livestreaming session to celebrate the launch of the Armani Box On Air pop-up
A phy-gital showcase: The pop-up features Modiface virtual try-on technology, tailored voice concierge, and personalised skincare consultations using Armani Beauty’s Crema Nera range
It also features live-selling functions and a tailor-made voice concierge. In addition, Armani Beauty’s familiar Gorilla mascot Uri also makes an animated cameo with the help of digital mapping technology.
The immersive multi-sensorial experience invites shoppers to go on a cinematic journey, by performing and recording their own movie scenes wearing Armani Beauty’s products. The augmented reality zone offers four screenplays to choose from: ‘Live Your Passion,’ ‘Capture Your Glow,’ ‘Escape to Nature’ and ‘Live Your Own Scenario.’
Live your own scenario: The Armani Box On Air pop-up invites shoppers to be the stars in their own movies
Hollywood treatment: Chinese KOL Teacher Xu got to direct her own movie scenes in studio set conditions
Armani Beauty’s familiar gorilla mascot Uri also makes an animated cameo with the help of digital mapping technology. The Armani Box On Air pop-up is supported by a striking OOH Media campaign and an outpost at the entrance of the Sanya International Duty Free Shopping Complex.
The Armani Box On Air pop-up showcases some of Armani Beauty’s best-sellers: the My Armani to Go Cushion, the Power Fabric and Designer Lift Foundations, the Armani Lip Range, the Si Passione fragrance and the Crema Nera collection.
It also highlights Armani Beauty’s latest product innovations and limited-edition releases. This includes the Lip Maestro 400G, which has been updated with new gold packaging; and the Lip Maestro 405 which has been reimagined with exclusive Uri and stars themed packaging.
The Armani Box On Air outpost was hard to miss at the entrance of the CDF Mall
(Left) Bold OOH media commanded attention at the main atrium; (right) Customers could purchase Armani Beauty’s limited-edition Lip Maestro 400G and Lip Maestro 405 at the pop-up
Armani Beauty’s mascot Uri got a digital makeover and made an animated cameo at the pop-up
