CHINA. L’Oréal Travel Retail Asia Pacific marked the recent launch of the Prada Paradoxe fragrance line with China Duty Free Group (CDFG) by opening indoor and outdoor pop-up spaces at cdf Haikou International Duty Free Complex in November.
Prada Beauty was the first brand to open two pop-ups at the shopping complex, shortly after its opening on 28 October.
The outdoor pop-up took the form of a three-storey tall structure where the Prada Paradoxe bottles appear to be balancing on each other. Visitors could step into the bottle where they encountered a digital experience that provided a preview to the second pop-up inside the mall.
A feature of the outdoor pop-up was the black and white chequered flooring which is synonymous with the Prada brand. This structure was also the tallest Prada Paradoxe pop-up in the world. Strategically located at the west entrance, which is the main gateway for visitors entering the mall, the pop-up served as a traffic stopper to lead shoppers into the mall to discover the other Prada Beauty pop-up.
The second pop-up was located at the heart of the AURA atrium. It was clad in signature Prada green and being translucent, offered visitors a 360-degree view through the pop-up. The installation was flanked by a 27 metre-high, 12 metre-wide screen to draw visitors in.
The indoor pop-up “brought multiple immersive experiences to the visitor” and focused on introducing guests to the Prada Paradoxe line. Divided into different zones, the Ingredient Zone allowed visitors to explore the ingredients of Prada Paradoxe.
These include the neroli bud, where the scent is extracted before the bud opens; Ambrofix, an innovative bio-converted amber which is naturally derived to deliver an authentic woody ambergris note; and Serenolide, a “revolutionary” musk molecule that ensures the note is noticeable from the top in a second skin experience. An interactive screen experience allowed visitors to discover how these ingredients reveal new sensory experiences for the user.
At the Photography Zone, visitors were led into the universe of Prada Paradoxe through immersive AR technology. Using an AR lens, visitors could select various scenes, eye makeup and even Prada embellishments, which were inspired by the Prada Paradoxe campaign featuring Emma Watson. The personalised images and experience were shareable on visitors’ social media.
An additional Fragrance Experience Zone was integrated into the pop-up to showcase the full range of Prada fragrances. In particular, the Les Infusions Experience Zone allowed visitors to interact with the collection and discover the ingredients and technology that create the olfactory experience.
L’Oréal Travel Retail Asia Pacific General Manager of Designer Brand Fragrances Ricardo Schmidt Diaz said: “Prada Beauty is a brand of perpetual exploration and reinvention, with a perspective of uncompromised quality and radical elegance. This marks the launch of Prada Paradoxe in travel retail for Asia Pacific and we are proud to have partnered CDFG in this significant milestone.
“Today we see more consumers embracing fragrances and integrating into their beauty routine. We hope that with the strong launch of Prada Paradoxe, it will help Chinese consumers discover and love this avant-garde and sophisticated brand. We are looking forward to even more collaborations with CDFG to bring unique, immersive fragrance experiences to our consumers.”
In related news, Prada Beauty has named Chinese music producer and singer Cai Xukun (pictured) as Prada Fragrance Ambassador.
The company said: “Since his debut, Cai Xukun has always subverted traditional stereotypes with new and innovative ideas to expand the boundaries of music and explore infinite possibilities. With his unrestrained character of defying convention and daring to face challenges, Cai Xukun embodies the spirit of Prada Beauty.” ✈
