Basking in a dreamy flower-print interior, Gucci Flora Gorgeous Magnolia Pop-Up embodied the vision of the latest addition to the #FloraFantasy fragrance collection. Encased with a lacquered lilac bottle and a shiny gold cap, the third scent to join the Flora universe brings forwards the fruity notes of bright Magnolia flowers, known to symbolise femininity, elegance and strength.
The facade of the experience featured a decorative swing photo op, beset by a lightbox display featuring the icon of the campaign, artist and songwriter Miley Cyrus. The floral dreamscape expanded into the interior of the experience, taking the shape of a beauty make-up counter outfitted with a mirror and a product display. A decorative pushcart adorned the other side of the pop-up, completed in a matching tone of lilac paired with a floral motif.
“Crafting an immersive and harmonious customer engagement, the pop-up was fitted with multiple touch points, each of them offering exclusive personalisation services and exquisite visual merchandising displays.”
Translating the campaign into a sensory brand activation experience, the pop-up took on vibrant shades of eccentric lilac, captured on a variety of surfaces and features. While the dreamy floral wallpaper took over the main pillars, the elevation panels were built with a solid finish, creating a contrast between the surfaces.