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Armani Beauty and CDFG welcome Year of the Snake with festive cdf Sanya animation
By integrating cultural elements with digital engagement, personalisation and Armani design codes, the pop-up was an appropriately festive celebration of Lunar New Year in Hainan.
CHINA. L’Oréal Travel Retail Asia Pacific partnered with China Duty Free Group to run a festive Armani Beauty pop-up at the cdf Sanya International Duty Free Shopping Complex Global Beauty Plaza in Hainan.
The activation, which ran from 1-29 January, showcased Armani Beauty’s multi-axis portfolio of fragrance and makeup while celebrating the Lunar New Year holidays.
The pop-up space incorporated Armani’s signature red hue, along with its distinctive plissé pattern and flowing fabrics. It blended key Armani design codes with traditional Lunar New Year motifs.
One of the central features of the activation was a digital wish lantern experience. Visitors were able to create personalised lanterns which were then displayed on a 3D wall. Additionally, travellers could personalise their Armani Beauty purchases with bespoke luggage tags.
To welcome the Year of the Snake, Armani Beauty introduced an exclusive Hainan-inspired tea blend for the animation. The beverage brought together local Hainan flavours and offered travellers a sensory and cultural experience.
Sustainability was a key consideration in the pop-up’s design, aligning with L’Oréal’s environmental objectives. It was built with 73% recycled and 27% renewable materials. The use of lightweight, hollow structures further minimised environmental impact, with all materials designed for end-of-life recycling. 
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