Pairing olfactory and physical experiences, Maison Margiela Fragrances presented its evocative perfume line at the House of Memories experiential pop-up. Housed within a historic two-storey shophouse along Beach Road, the space was outfitted in a monochromatic white palette, offering a thematic backdrop that translated the brand’s iconic scents into sensory landscapes.
At the heart of the brand activation was the Afternoon Delight Café, a Parisian-inspired coffeehouse crafted to embody and introduce REPLICA’s newest fragrance. Fragrance testing stations were subtly integrated into the café’s layout, enabling intuitive product interaction without disrupting the visual harmony of the place. This ingenious blend of scent, design, and gastronomy created a tactile and emotional resonance with an unconventional perfume showcase, creating an experiential brand journey.
Client
Venue
265 Beach Road, Singapore
Categories
Scope
- Fabrication
- Installation and Dismantling
- Project Management
“The multisensory experiential zones brought REPLICA’s signature scents to life, turning fragrance into a tangible, immersive story through spatial design.”
‘Lazy Sunday Morning’ reimagined the intimacy of a slow morning through a serene bedroom vignette. Layered white textures with fluffy pillows, billowing curtains, and an artfully unmade bed evoked the signature freshness of clean linen, while the warm ambient lighting created a serene environment. This setting exemplified how interior styling and scent integration can work hand-in-hand to deepen one’s emotional resonance with a fragrance.
‘By the Fireplace’ was set in a cabin-like environment, anchored by a realistic digital fireplace installation. The room featured burnished wood textures, wool throws, and muted lighting, mirroring the fragrance’s spicy and woody base notes. Visitors were invited to savour the warmth in both scent and setting.
‘Beach Walk’ featured a fully mirrored room to evoke an expansive and surreal beachfront escape. Deck chairs were positioned in the sand while up above, dynamic lighting created patterns that simulated natural daylight reflecting off the sea, transporting visitors to a moment of calm seaside solitude. This zone highlighted how conceptual abstraction was brought to life via vivid visualisation, delivering a high-impact spatial storytelling experience.
