CHINA. Hainan Tourism Duty Free Shopping Complex (HTDF) and Burberry recently launched a holiday-themed pop-up in Sanya, showcasing the brand’s beauty and fragrance lines (managed globally under licence by Coty).
The activation, which runs until 31 January, offers HTDF shoppers a sense of the British luxury brand’s renowned sophistication, the retailer said.
On 23 December, Hong Kong singer and actress Charlene Choi Tsoek-jin visited the pop-up for a celebrity event attended by brand and retailer representatives, KOLs and media, including The Moodie Davitt Report.
The event drew large crowds, as enthusiastic fans and customers enjoyed Choi’s appearance and snapped pictures against the pop-up store’s vibrant backdrop.
The pop-up space design features a golden palette, crystals and mirror elements, offering a dazzling visual feast, while the floating open-shelf display creates an immersive shopping experience, HTDF said.
A series of golden arches invite shoppers to step inside and discover a wide variety of products and gifts for the holiday season.
The star of the show is the brand’s new Burberry Goddess fragrance, prominently showcased on the circular bar at the centre of the pop-up.
Next to it is a lion statue which symbolises the inspirations behind the new fragrance – strength, beauty, freedom and courage, celebrating modern womanhood.
The archive-inspired bottle boasts an elegant, square-shaped design with a gold medallion emblem.
The pop-up also highlights the brand’s new holiday limited-edition lipsticks, featuring beige and gold packaging and a range of haute-couture shades. ✈
