L’Oréal Travel Retail has unveiled a summer-themed Armani Beauty Mare pop-up in Milan Malpensa Airport Terminal 1.
Running from 3-30 June, the activation invites travellers to discover the spirit of Italian summer through an immersive luxury beauty experience.
The colourful pop-up, inspired by summer codes and tropical motifs, features retailtainment and exclusive offerings. Upon entry, visitors are welcomed with scented bracelets to set the tone for a sensory journey.
Expert makeup artists provide summer-inspired makeovers and beauty consultations using Armani products. Travellers can also explore the Armani/Privé Haute Couture fragrance collection, complemented by bespoke gifting services.
A photobooth is a standout element where customers can choose from a curated Armani beauty playlist, take photos of their looks and share their experience on social media.
In addition, the pop-up offers playful entertainment zones with games such as backgammon and table football creating a playful atmosphere.
A highlight of the activation is a collaboration with Armani/Dolci by Guido Gobino, Giorgio Armani’s luxury confectionery line. The brand is serving summer refreshments, including lemonades inspired by Armani beauty’s hero fragrances Sì Passione (with strawberry notes) and Acqua di Giò (with zesty lemon).
Following its Milan debut, the pop-up will travel to key airport locations across Europe, the Middle East and Africa. ✈
