CHINA. Chinese luxury fragrance house DOCUMENTS has partnered with China Duty Free Group (CDFG) to open boutiques at the cdf Sanya International Duty Free Shopping Complex in Haitang Bay and cdf Haikou International Duty Free Shopping Complex in Haikou.
DOCUMENTS fuses traditional Chinese inspirations with modern design, reflecting its ‘Bold-Zen’ style. According to the brand, it is the first Chinese fragrance name to feature in both locations, expanding its reach in Hainan in line with the development of the Hainan Free Trade Port.
The dual openings position the brand to engage with the high-end travellers and international visitors who frequent the Sanya and Haikou duty-free hubs.
DOCUMENTS has tailored its retail concepts in Sanya and Haikou to reflect local culture and aesthetics.
The brand’s Xi Tang store at the cdf Sanya International Duty Free Shopping Complex takes inspiration from the natural beauty of Haitang Bay. The design incorporates materials such as sand-textured finishes, wood and stone, paying homage to the region’s coastal surroundings. An inked illustration of a conch shell, a central feature created by a local artist, represents the flow of nature and time.
The brand’s Scent Gallery concept at the cdf Haikou International Duty Free Shopping Complex takes a minimalist approach. Inspired by DOCUMENTS’ Bold-Zen aesthetic, the store focuses on core product lines to deliver an uncluttered, high-impact retail experience.
The design combines modern sensibilities with DOCUMENTS’ Chinese cultural roots, creating a space that offers an intuitive and engaging consumer experience.
Designed to offer a seamless shopping journey, the stores invite customers to explore fragrances or select gifts in relaxed and inviting environments. They also highlight the heritage and cultural inspirations behind DOCUMENTS’ scents through sensorial experiences.
With the motto ‘Be Heard, Be Remembered’, DOCUMENTS creates fragrances that blend innovation with Chinese tradition and craftsmanship.
The brand’s partnership with CDFG underlines the retailer’s renewed focus on local Chinese brands. As reported, CDFG is offering a strong portfolio of C-beauty brands, featuring dedicated spaces, alongside jewellery and other categories.
In the first three quarters of this year, CDFG has introduced 165 new brands across various categories, with more than 40% from China. ✈
