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Byredo and CDFG celebrate Valentine’s Day pop-up partnership in Haitang Bay
The Sanya pop-up was the latest high-concept experiential execution from Byredo, which continues to expand its presence in Asia’s dynamic travel retail sector.
CHINA. Puig and China Duty Free Group (CDFG) are celebrating a recent partnership for an exclusive, multi-sensory Byredo Valentine’s Day-themed activation in Sanya.
The limited-time Valentine’s Day animation ran at the cdf Sanya International Duty Free Shopping Complex (cdf Mall) animation from 31 January to 26 February. It blended immersive design with bespoke brand storytelling.
The retail design – intended to evoke warmth, intimacy and emotional connection – drew inspiration from the spirit of travel.
A standout feature at the installation was an interactive ticket machine, where visitors could receive a personalised Byredo boarding pass as a memorable souvenir.
A curated Tea Space was another highlight, offering customers the opportunity to sample Rose Tea, a floral-infused blend inspired by Byredo’s olfactory identity.
From 12-14 February, the activation also featured a live hand-painted engraving service. This bespoke element enabled guests to personalise their purchases with custom calligraphy.
The animation was supported by digital OOH media throughout the cdf Mall atrium. In addition, a 3D cube which hung above the pop-up was a central design feature and drew customer traffic to the animation.
CDFG Deputy General Manager of Merchandising Dorothy Liu commented: “We are very pleased to work together with Puig in encouraging pop-up projects like this, continuously to enrich the duty-free shopping scene, actively giving back to valuable consumers, and helping to upgrade the tourism retail experience.” 
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