‘The scents you are made of’ – Maison Margiela Fragrances
CHINA. L’Oréal Travel Retail Asia Pacific and China Duty Free Group (CDFG) today kicked off their third annual summer celebration event for Maison Margiela Fragrances at the cdf Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan province.
Maison Margiela Fragrances Brand Ambassador, superstar Chinese singer and actress Li Yuchun (Chris Lee) graced the occasion (we will bring you official photos in a subsequent report), helping draw a huge crowd to the inauguration held in the prime promotional zone on the ground floor of the complex.
The star delighted the audience with her gracious and empathetic stage presence in which she made it clear she was deeply committed to the development and values of Maison Margiela Fragrances.
This year’s activation, which runs from 1-26 June, is themed ‘Replica your memories with Maison Margiela fragrance’. The key fragrance focus in 2023 is Replica’s Lazy Sunday Morning scent.
The Moodie Davitt Report Founder & Chairman Martin Moodie was on hand at the event, joined by prominent Chinese fashion, luxury and travel media titles and a group of leading edge and stylish social influencers across fashion, lifestyle and travel. Look out for our full report in coming days.
The activities are highlighted by a dazzling white pop-up experiential boutique outside the main entrance to the acclaimed CDFG shopping emporium. The pop-up, dedicated to Maison Margiela’s signature Replica fragrances, breaks new ground this year with the introduction of a café concept. Inside, customers are taken on an immersive personal journey and are asked to replica 100 kinds of lazy Sunday mornings in their journeys.
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The pop-up store is filled with sensory interactions called ‘replica memory gallery’ and features two experiential scenes based on the names of popular Replica scents. One is Lazy Sunday Morning, featuring a swathe of soft white pillows, the other is Sailing Day.
The pioneering Margiela coffee offer features three classic flavours and one special drink. Every consumer who purchases online or offline can be treated to a drink.
As fragrances – niche expressions in particular – have boomed in China over recent years, Maison Margiela has been one of the fastest-growing brands, boosted by the allure of Replica’s central premise of marrying the customer’s sense of smell with the memories of their past.
Hainan Provincial Duty Free Co Vice President & CDFG (Sanya) Downtown Duty Free Store Co Deputy General Manager Maggie Wang welcomed guests to the occasion and spoke warmly about the spirit of collaboration between CDFG and L’Oréal Travel Retail Asia Pacific and China Duty Free Group (CDFG) with Maison Margiela Fragrances.
L’Oréal Travel Retail Asia Pacific General Manager of Designer Brand Fragrances Ricardo Schmidt Diaz echoed that welcome and spirit of partnership before introducing Li Yuchun to loud applause from hundreds of adoring fans.
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“We have been working closely with CDF Group for the past few years and have held several successful events together with very good results,” he said.
For this third annual celebration, the brand house had joined hands with CDFG again to bring “the most unique immersive experience and Maison Margiela summer activation”, Schmidt Diaz added.
Li Yuchun drew a rapturous reaction from fans with an extended onstage appearance in which she talked passionately about her close relationship with the Maison Margiela scents. She posed with two lucky fans who had been drawn to receive a personally signed fragrance from their idol. {Full story and pictures to follow}. ✈
