Maison Margiela’s first-ever fashion cinema has officially landed in Shanghai. Located on the second floor of its flagship store in Shanghai’s JC Plaza, the mini-movie theatre will host 12 screenings per day of ‘Cinema Inferno’ free of charge until January 2023.
Inspired by American road movies, the 30-minute theatrical production produced by Maison Margiela’s creative director John Galliano tells the poetic story of a pair of desperate young lovers on the run while presenting its 2022 Artisanal Collection.
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Adding to the retro film ambiance, Maison Margiela provides moviegoers with three popcorn flavours: chocolate, caramel, and seaweed. Moreover, guests can purchase a variety of themed drinks and desserts from the brand’s indoor cafe, from “Caramel Flourish” coffee topped with popcorn to horseshoe-shaped “Crimson Walk” cakes.
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After watching the film, guests can step into the exhibition hall next door to take a closer look at two designs from Maison Margiela’s 2022 ready-to-wear collection as seen on the runway. Additionally on display is Maison Margiela’s origami-inspired Snatched clutch bag crafted with Chinese traditional weaving (using the Nanjing Yunjin imperial brocade technique) as part of a project for Vogue China’s 130th anniversary.
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Luxury brands and cinema have inarguably gone hand in hand for decades on end. In this case, however, Maison Margiela has taken the art form a step further by leveraging the cinematic experience as a marketing tool for its younger Chinese audience. Given that 48% of moviegoers in China fall between 20 to 29 years old, Maison Margiela can use its in-store cinema as a marketing tactic to directly target Gen Z luxury consumers.
The French fashion house has recently been on a roll with delivering experiential marketing tactics aimed at Chinese Gen Z consumers, who increasingly demand entry-level branded experiences that provide storytelling and comfort. In June and July of 2022, Maison Margiela inaugurated two cafes in Chengdu and Shanghai respectively, which stirred up a buzz on social media.
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All in all, Maison Margiela’s show-stopping cinema not only unlocks a new way for consumers to interact with the luxury brand but also sets a precedent for experiential marketing in the Chinese market.