L’Oréal Travel Retail and DFS team up to launch first Maison Margiela pop-up in Samaritaine Paris

A walk down memory lane: Maison Martin Margiela pops up in Samaritaine Paris for the first time with an animation dedicated to the Replica collection 

FRANCE. L’Oréal Travel Retail has partnered with DFS Group to launch an immersive Maison Margiela pop-up store in Samaritaine Paris. The pop-up, a first for the brand and the retailer at the prestigious Parisian store, launched on 3 August and will run until 3 October.

The pop-up is centred around the brand’s ‘Replica’ collection, an innovative fragrance line that recreates moments anchored in memories.

At the pop-up, customers can discover 12 different Replica fragrances. These include the latest launch ‘On A Date’, which is inspired by the golden-hour light of a summer evening in Provence. The 12 fragrances are available as perfumes and candles.

(Above and below) The Replica collection’s memory concept is brought to life with bespoke films playing after the customer picks up a scent 

The pop-up offers an innovative retailtainment experience that takes travellers on a multi-sensory journey of discovery via an interactive table.

Each time they pick up a fragrance, a corresponding film is projected onto a screen, immersing customers into the memories linked with each scent.

(Above and below) Personalise your memory: Travellers can personalise the labels and matching pouches of their Replica fragrances 

Personalisation is at the heart of the animation and shoppers can customise not just the labels on the bottles but also the Replica pouches themselves. The personalised labels bring the brand’s concept of memory to life, allowing customers to write their fragrance’s ‘Provenance and Period’ as well as ‘Style Descriptions’ labels. They can also take photos and print them in-store to accessorise their Replica pouches.

Customers can choose between two premium fabric gifting boxes that are made from 100% recycled cardboard, showcasing the brand’s eco-credentials.

As a final flourish, shoppers can choose between two gifts – a miniature fragrance or a candle – to take home as a souvenir. ✈

Premium gifting: Shoppers can choose from two different 100% recycled cardboard gifting boxes

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