Record your own screenplay at Armani Box

Record your own screenplay in a studio setting at Armani Box!

Giorgio Armani Beauty is reinventing the beauty pop-up genre with an innovative concept that will allow you to record your own screenplay in a studio setting while wearing Armani makeup. It’s called “Armani Box” and it debuted at Sanya Phoenix International Airport in China’s Hainan Province. The multi-media installation is located in the airport’s duty free shopping centre and aims to take beauty shopping to new heights.

According to Cosmetics Business, travellers will find a studio space at the back of the pop-up with cameras, video screens, props and professional lighting. For those without a script and concept, there are four curated scenes “Capture Your Glow”, “Escape To Nature”, “Live Your Passion”, and “Live Your Own Scenario”. Armani Beauty hosts will assist guests with make up choices, video tips and editing suggestions. While waiting to tape a video, customers can browse the entire Armani Beauty collection from lip lacquer to mascara to foundation on display units painted in Armani’s iconic red shade. You’ll even find a life-size sculpture of the Armani gorilla.

Expect to see more immersive beauty experiences moving forward. Consumers not only want experiences they can share on their social media platforms, but want fun ways to discover new products and shades.