From November 24-26, Bulgari Fragrance celebrated the launch of its new OMNIA Crystal collection with an immersive exhibition in Shanghai.
The exhibition paid tribute to each of the collection’s three unique fragrances – Amethyste, Coral, and Crystalline – with three corresponding exhibition “realms”. Visitors could learn more about the subtle notes of each fragrance or simply get lost in the seemingly unending rooms of teamLab’s “Borderless” art space.
Harmonising with the fragrance trifecta, actress Lin Yun, singer Curley Gao, and ice skater Wang Shiyue lent star power to the event, with each celebrity representing a different fragrance. Each also starred in their own promotional video for the product launch. Curley Gao’s proved most popular with over 21,000 views on China’s microblogging hub Weibo.
Bulgari Fragrance launched a limited-time men’s fragrance store in Shanghai’s Zhang Garden back in March, which included a fragrance testing area and an installation from avant-garde Chinese designer Feng Chen Wang. The opening marked the brand’s formal entry into China’s men’s fragrance market, which is expected to hit a CAGR of 10% in the coming years.
Bulgari is one of many luxury brands redoubling its efforts to capture China’s fragrance market in recent months. The penetration of luxury perfumes in the country is still just 5% but is on the cusp of booming, with China predicted to become the world’s second-biggest fragrance market by 2025.