Sailing Day: Maison Margiela creates maritime-inspired fragrance Sanya pop-up with China Duty Free Group – The Moodie Davitt Report

CHINA (HAINAN). L’Oréal Travel Retail Asia Pacific and China Duty Free Group (CDFG) partnered not too long ago to open a pop-up retailer dedicated to Maison Margiela fragrances on the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.
The pop-up, which opened on 1 July and ran for one week, was impressed by the Maison’s Replica line, first launched in 2012, and specifically by finest-promoting fragrance Sailing Day.
Sea spirit: Sailing Day, a Replica fragrance from Maison Margiela, was the hero of the pop-up with China Duty Free Group
A spectacular inauguration happened contained in the CDFG occasion atrium on the helm of a customized-made ‘Replica’ sailboat within the presence of Maison Margiela Brand Ambassador for China, artist Chris Lee. She was joined by L’Oréal Travel Retail APAC Business Development Director Don Huang, CDFG General Manager of Perfume and Cosmetics Department, Central Merchandising Division Grace Wang and CDFG Vice General Manager Xu Jiang Gao.
The retailer provided guests a collection of immersive experiences. Among the highlights was an unique AR sensory fragrance room, taking viewers on a 360-diploma ‘replicated reminiscence journey’ whereas discovering their favorite Replica fragrances, both in a ‘discovery bar’ or by way of the Maison Margiela on-line fragrance finder.

Chris Lee, second from left, joins CDFG and Maison Margiela groups to inaugurate the Sailing Day-inspired occasion
A ‘Sailing Day’ digital wall showcased among the inauguration day’s highlights. With its distinct model picture and design language, the pop-up attracted many KOLs who have been taken on a digitalised olfactory journey throughout the retailer.
The inauguration occasion continued at Capella Sanya, the place Lee was interviewed about her private experiences in trend and fragrance. KOLs have been invited to hitch an immersive model fragrance workshop on the resort, adopted by a crusing journey alongside the Sanya shoreline, on 9 July.
Leading influencers at a workshop organized by Maison Margiela to advertise the ‘Replica’ fragrance line and beneath, taking to the excessive seas throughout the Sailing Day occasion on 9 July

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“The Maison Margiela ‘Replica’ Sailing Day occasion marked one more milestone for the model’s quick-rising momentum in Asia Pacific,” stated Ricardo Schmidt Diaz, General Manager of Maison Margiela Perfume Travel Retail Asia Pacific. “We are extraordinarily glad with the reception on the occasion. With this, we’re assured that the model’s distinctive proposition and its signature scents will proceed to win the hearts of travellers throughout Asia Pacific.”
“We are honoured to be a companion for this Maison Margiela Fragrance ‘Replica’ occasion, the largest ever to this point,” stated China Duty Free Group General Manager of Perfume and Cosmetics division, Central Merchandising Division Grace Wang.
“This collaboration aligns nicely with our technique to satisfy the rising calls for of Hainan travellers and customers for artisanal fragrances, particularly ones that aren’t simply in regards to the scent but in addition about evoking emotions, which is the case of the ‘Replica’ assortment. We’re very glad to have witnessed nice success and we hope to maneuver ahead with this profitable partnership.”
Note: Every fortnight The Moodie Davitt Report publishes Hainan Curated, in affiliation with Foreo, a number of all latest tales from the offshore obligation free sector in Hainan province.
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