Maison Margiela Fragrances celebrates success of ‘Replica Memory Trip’ pop-up with CDFG : Moodie Davitt Report

Replica Memory Trip: Maison Martin Margiela is making a big statement in Hainan with the Replica fragrances pop-up at the cdf Mall. Martin Moodie was on location for the unveiling of the animation.

CHINA. L’Oréal Travel Retail Asia Pacific and China Duty Free Group (CDFG) are celebrating a highly successful collaboration for Maison Margiela Replica fragrances, launched earlier this month in Hainan.

The Moodie Davitt Report was on location for the 9 June unveiling of an immersive Maison Margiela Replica fragrances pop-up at the cdf Sanya International Duty Free Shopping Complex in Haitang Bay. The pop-up is in place until 26 June.

Inspired by the campaign theme ‘Replica Memory Trip’, the pop-up was inaugurated by Brand Ambassador, Chinese singer and actress Chris Lee (Li Yuchun).

Chris Lee (centre) was the star of the show, drawing a large and adoring crowd to the launch event

The pop-up, which marked the brand’s third annual summer activation in Hainan, immerses visitors into the Replica signature fragrances, inviting them to relax in a coffee corner inspired by the Lazy Sunday Morning scent.

Setting the stage: On 9 June, Chris Lee fans got the chance to meet the singer in real life at the cdf Mall

Visitors were treated to special Replica branded coffees at the pop-up

The Lazy Sunday Morning space presents an immersive pillow wall and photo-worthy moments for visitors. The Sailing Day space [another nod to a Replica fragrance of the same name] immerses visitors into an interactive memory of a day spent on the sea.

(Above) Lee prints a bespoke label for her chosen Replica fragrance (below) Lazy Sunday Morning and Sailing Day are two of the star fragrances in the animation

Moodie Davitt Podcast: L’Oréal Travel Retail Asia Pacific General Manager of Designer Brand Fragrances Ricardo Schmidt Diaz applauds a successful partnership

Martin Moodie chats with Ricardo Schmidt Diaz after the ceremony

At the Replica Memory Gallery space, guests are invited to upload their memories to the various digital frames on the wall and explore the full Replica collection. Visitors can also immerse themselves into the home-fragrance and bath and body collections, featuring curated scented lifestyle experiences.

(Above and below) The pop-up also showcased the bath and body lines of Maison Martin Margiela

The brand’s trademark concept of memory can also be tailored to each guest through personalised labels featuring individuals’ photos placed on the fragrance bottles.

Chris Lee, together with L’Oréal Travel Retail Asia Pacific and CDFG executives, friends of the house, local talents and media attended the pop-up opening ceremony in the cdf Sanya International Duty Free Shopping Complex atrium.

Martin Moodie was lucky enough to have a front row seat alongside Hainan Provincial Duty Free Co Vice President & CDFG (Sanya) Downtown Duty Free Store Co Deputy General Manager Maggie Wang

Chris Lee inaugurated the event and unveiled her own curation of ‘Replica Memory Trip Gallery’. During the event, the star shared memories from her recent trip to Paris where she shot her latest campaigns. These were premiered during the ceremony.

After the event, Chris Lee continued the Replica Memory Trip with a pop-up tour, exploring the different rooms and sharing the experiences via livestream.

(Above and below) Lee took fans on a livestream tour of the Replica pop-up

This was broadcast on seven social media platforms, inviting travellers to visit the pop-up. She also invited the audiences to explore the pop-up store through a virtual experience on Douyin. ✈

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