Maison Margiela Fragrances has opened its second stand-alone store in Singapore at VivoCity in partnership with Aura Prestige Pte Ltd, its exclusive distributor in the territory. The new tech-enhanced boutique, spanning 462 square feet, offers the full assortment of the fashion house's Replica perfume collection and a selection of home fragrance and bath and body products.
The store concept is described as a sophisticated, luxurious "scent-uary" that evokes memories through a series of olfactory experiences and visual storytelling. The sleek off-white minimalist space is accented by pastel-colored acrylic tubes overhead that mimic a pearlescent rainbow, and a statement-making entrance featuring a 360-degree interactive digital screen alongside an olfactory bar of Replica fragrances. Holding up a fragrance bottle triggers video imagery to play on the screen, visualizing the fragrance and immersing the consumer in the scent's ambiance, mood, or emotion.
Upon entering the boutique, shoppers are greeted by a full display of 15 Replica fragrances on an island pedestal as they embark on their personal memory-evoking scent journey. Deeper into the space is a Replica discovery wall, with each fragrance accompanied by key visual representations of the emotion of the scent expressing memories, feelings, provenance, or period in time.
On the opposite side of the discovery wall is the home scenting and bath and body wall that holds a range of candles, home sprays, shower gels, body lotions, and hand creams, to complement shoppers' fragrance lifestyle in their living spaces and personal time. The home scenting wall offers Replica candles made with a blend of high-quality mineral waxes and up to 12 percent perfume concentrate, allowing shoppers to permeate their living or work spaces with their favorite Replica scent.
Shoppers can also "immortalize" their favorite memory with a photo print-out that can be inserted into a specially designed fragrance cotton pouch at the personalization area in the boutique. This service is complimentary with every purchase of a 100ml Replica perfume bottle.
This second boutique in Singapore follows the launch of the luxury fashion house’s first outpost in Takashimaya Mall, Ngee Ann City.
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