In early August, Armani launched a pop-up experience at the Hangzhou Hubin Yintai in77 (杭州湖滨银泰in77) shopping mall near the iconic West Lake.
Armani Beauty’s pop-up space is dedicated to its Armani Privé haute couture fragrances, in particular the latest Thé Yulong, inspired by black and green tea. With its tagline “0.5 times slow life” (0.5倍慢生活), it follows the theme of “slow summer” and brings the shores of Southern Italian summers to Hangzhou, with a pool and palm trees.
You can book your free visit via the official Armani Beauty WeChat Mini Program. Not only can visitors receive a free copy of the brand’s newspaper and a paper fan, but they can also get a drink or ice cream made by a special guest, typically a young male celebrity. Furthermore, there is a secret live show during the pop-up. It was also reported that Hong Kong singer Jackson Wang, Armani’s global ambassador for fragrances, would drop in at the space on 5 August.
On Weibo, China’s Twitter equivalent, the topic “Armani Thé Yulong” gained a whopping 410 million views. The Armani Hangzhou pop-up shows that luxury brand marketing is increasingly experiential, from exhibitions and pop-up shops to immersive experiences like the Celine and Armani ones. It is also a combination of country-of-origin marketing and a localised campaign, as “slow lifestyle” and celebrity involvement are both currently popular themes in China.
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