CHINA (HAINAN). Valentino Beauty Travel Retail Asia Pacific launched the house’s latest pop-up – ‘Dopamine Dream’ – at the Sanya International Duty Free Shopping Complex in Haitang Bay in October, in partnership with China Duty Free Group (CDFG).
The colourful installation aims to reflect “the roman sky and Valentino couture,” said the brand owner. The inspiration for Dopamine Dream came from ink, contrasts and Creative Director Pierpaolo Piccioli’s use of colours.
The pop-up store transports customers into a dopamine-like experience through a multi-sensory and digitalisation journey. It showcases the brand’s key focus of 2022, Born in Roma fragrances and its Go-Cushion. The radiant yellows, bold pinks and audacious coral colours aim to create a dopamine dream-like experience, with the pop-up caked with white studded walls to showcase the label’s haute couture label roots and display its design language.
Shoppers are welcomed by a life-sized Yellow Dream Donna Fragrance and Yellow Colorama Cushion upon entry, while an interactive installation is displayed on the screen with MBTI test results (indicating personality preferences) to show which fragrance best suits the shopper.
Dazzling colours draw shoppers into the coral and pink zone, featuring dummies, products and gift boxes, where shoppers can take the opportunity for Instagrammable photos.
The “sublime and bold” yellow dreamscape emphasises this year’s key launch: Born in Roma Yellow Dream. The fragrance is inspired by the city of Rome with a campaign fronted by Valentino Beauty Fragrance Spokesperson for Asia Pacific, Dilraba Dilmurat. Shoppers can project their own artwork on a digital graffiti wall through pioneering technology.
Upon completion of the retailtainment activities, shoppers receive limited-edition Dilraba postcards and receive exclusive gifts upon purchase.
“Valentino Beauty is thrilled to bring this unique storytelling of Valentino Beauty to Hainan in partnership with CDFG, through the thoughtfully curated customer journey in the pop-up across different retailtainment activities. Travellers [are] immersed in a dopamine dreamlike experience to discover Valentino Beauty,” said Marin Vialle, General Manager of L’Oréal Travel Retail Asia Pacific Makeup Business Unit.
