Givenchy Beauty is bringing an immersive Formula 1 experience to Westfield Stratford City from 25 to 31 May and Manchester’s Trafford Centre from 2 to 8 June.
The pop-up, located outside Boots, celebrates the launch of Gentleman Society Ambrée Eau de Parfum and the brand’s new global ambassador, Formula 1 driver Pierre Gasly.
At the heart of the activation is an F1 racing simulator, offering visitors the chance to complete two to three laps of a virtual racetrack.
Those who clock the fastest qualifying times each day will be in the running to win exclusive prizes.
The activation marks a major moment for Givenchy, as 2025 sees the Gentleman fragrance franchise celebrate its 50th anniversary.
The newly launched Gentleman Society Ambrée builds on the line’s signature floral woody base, introducing an amber facet and the warm feeling of Tasuki Vanilla.
Fragrance enthusiasts will also be treated to complimentary samples during the pop-up, while Boots customers can enjoy a gift with purchase when buying any 60ml+ Gentleman Society fragrance alongside any 50ml+ L’Interdit scent.
Givenchy’s choice of Pierre Gasly as the face of the Gentleman line is said to reflect the brand’s blend of elegance, performance and modern masculinity.
Gasly’s onboarding follows the October 2024 announcement of a ten-year global partnership between Givenchy’s parent company LVMH and Formula 1.
Related content:
Formula 1’s Pierre Gasly zooms into Givenchy Parfums ambassador role
Elemis accelerates its Formula 1 partnership with new pop-up at Harrods
Why beauty is accelerating its Formula 1 partnerships in 2025