CHINA. On 1 July, L’Oréal Travel Retail Asia Pacific and China Duty Free Group (CDFG) jointly unveiled Prada Beauty’s Paradoxe pop-up store at cdf Haikou International Duty Free Shopping Complex, Hainan.
This pop-up marks the brand’s second Paradoxe animation in Haikou following the inaugural launch in November 2022. The animation design pays tribute to Prada’s signature aesthetic, featuring the distinctive triangle logo and a black and white chequered floor. It invites visitors to explore the branded offer through online and offline experiences.
The brand noted: “Prada Paradoxe fragrance captures the essence of the ever-evolving Prada woman, who is never the same, but always herself.” The white flower bouquet scent is bottled in a triangular flacon and its campaign film features British actress and humanitarian Emma Watson.
Emma Watson not only starred in the Prada Paradoxe campaign but also directed, wrote and narrated it
Travellers can step into the pop-up and take part in an interactive memory game. They can solve a puzzle to discover the three key Paradoxe perfume ingredients: Neroli bud, Ambrofix and Serenolide.
Visitors can then experience the Prada Paradoxe Artificial Reality (AR) Interactive Experience Zone, which is designed to target a tech-savvy audience. They can immerse themselves in the Prada Paradoxe world to reveal the “multiple dimensions” of their personality.
Additional product discovery areas have been integrated into the pop-up to showcase the full Prada fragrances range. The Les Infusions Discovery Zone allows visitors to interact with the collection and discover the ingredients and technology that goes into creating the olfactory experience.
L’Oréal Travel Retail Asia Pacific General Manager of Designer Brand Fragrances Ricardo Schmidt Diaz said, “Prada Beauty is a global leader in luxury, driven by a thoughtful and pioneering vision. This brand transcends trends and constantly challenges conventions. It is this vision that allows Prada Beauty to consistently be the hottest brand in the world.
“What you see in the pop-up is a testament to this. With the strong and relentless partnership with CDFG that L’Oréal Groupe has enjoyed over the years, we will bring even more excitement and innovative experiences to shoppers and travellers.” ✈
