L’Oréal Travel Retail has teamed up with DFS Group and JCDecaux North America to introduce a Giorgio Armani LA Lip Vibes pop-up at Los Angeles International Airport Tom Bradley International Terminal (TBIT).
The 15sq ft animation, located in the main retail hall outside the DFS store, is open until 15 June. The space offers a playful and immersive experience to discover Giorgio Armani Beauty’s universe via colourful decorations, digital screens and holographic lips.
A Lip Bar at the centre of the pop-up features the full Giorgio Armani Beauty lip wardrobe. The Lip Bar highlights the new Lip Vibes colour collection, comprising eight shades, for the Lip Maestro and Lip Magnet lipsticks. Pop-up visitors can preview the eight ultra-saturated shades, which are only available in selected shops. A selection of Giorgio Armani fragrances, including the latest Sì Passione, are also available at the pop-up.
A ‘Beauty City Guide’ invites customers to try on four looks inspired by LA’s hotspots: Malibu Sunset, Venice Neon, Downtown Vibes and Beverly Hills Spotlight. Face Designers are on-hand to offer a quick ‘Kiss & Fly’ touch-up.
Travellers can get their purchases personalised via engraving and take a LA Lip Vibes selfie or animated gif at the ‘selfie ATM’. Visitors are then encouraged to share their Lip Vibes memory on social media with the hash tag #LipVibes.
DFS Group North America Managing Director Mark Sullivan said: “DFS Group is delighted to be collaborating with Giorgio Armani, one of the world’s most famous and stylish design houses, in this unique pop-up event, providing a new, exciting and engaging experience for all of our travelling customers who visit our DFS Los Angeles International Airport store every day.”
JCDecaux North America Co-CEO Jean-Luc Decaux added: “JCDecaux is thrilled to inaugurate the first partnership with Giorgio Armani Beauty for this unique experience at Los Angeles International Airport. This experiential brand exhibit will provide an exceptional event, including product transactions for all travellers through the largest and newest US international terminal – TBIT. Tom Bradley International Terminal also provides Giorgio Armani with an exclusive targeted audience as the gateway to the Asia Pacific region.”
