L’Oréal’s Armani Box takes flight to China’s Hainan

By Becky Bargh 25-Sep-2020

Shoppers will be able to record their own screenplay at the pop-up, while shopping the brand’s beauty line

L’Oréal’s Armani Box has taken a flight to the Chinese province of Hainan and is setting up at the island’s Sanya Phoenix International airport.

At the Armani Box On Air pop-up, in the airport’s duty free shopping centre, the brand is showcasing a range of its beauty products, while customers can take part in immersive experiences.

Visitors are invited to perform and record their own screenplay in studio set conditions, while wearing Armani products.

Shoppers can choose from four curated scenes: ‘Live your passion’, ‘Capture your glow’, ‘Escape to nature’ and ‘Live your own scenario’.

The brand’s famous giant gorilla Uri has also been displayed at the space.

“Armani Box is a sensorial and playful immersion in the Armani beauty universe,” wrote the brand in a statement.

“Visitors can also discover iconic products such as My Armani to Go Cushion, Power Fabric and Designer Lift foundations, the full Armani lip range, the Sì Passione fragrance and Crema Nera collection.”

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Customers can also indulge in a series of immersive experiences, including virtual make-up application, skin care consultation and an AR reality ‘moment’.