After Tokyo and Seoul, the Swedish luxury fragrance brand BYREDO has finally brought its immersive pop-up exhibition space Page Blanche to China in Shanghai. The space, located on Anfu Road, is to promote the brand’s Blanche fragrance and celebrate the launch of its new Coin Laundry candle.
The experiential space, divided across two floors, aims to create a quiet environment amongst the bustling city through both architecture and fragrance. Combining the names of the two hero products, the Page Blanche is set up as a white-washed laundrette on the ground floor. The everyday nature of the scene recalls the intimacy and familiarity of daily life. There is also a bar for fragrant drinks as well as a corner for a photoshoot.
Upstairs, an area of cushions gives you a comfortable spot to relax, while a corridor of airing strings allows you to write down your thoughts on intimacy and relationships. There is also a display of the complete current line-up from BYREDO for visitors to try out.
With multiple “check-in” (打卡) spots and interactive touchpoints, the Page Blanche space creates an immersive experience which embodies the ideas and lifestyle the products represent, and allows you to physically experience the fragrance. Offline concept stores and pop-up exhibitions are especially popular with higher-end fragrance houses as they not only provide an opportunity for people to try out their fragrances in person, but they also complete the lifestyle that their fragrance tries to evoke.
With competition from both international rivals Aesop and Le Labo and local brands like To Summer and DOCUMENTS, BYREDO, which currently has 21 stores in China, is stepping up its localisation and offline experience with the Shanghai Page Blanche pop-up.