Giorgio Armani Beauty has announced that it will drench the streets of Orchard Road in its signature red again with its upcoming Armani Cinema, its second pop-up concept to arrive in Singapore after the success of Armani Box last year.
As the name suggests, Armani Cinema is a space that interprets the brand’s beauty wares in a cinematic fashion. There may not be actual films screening, but plenty of interactive and design elements that nod to the cinematic institution.
The space itself is dressed in scarlet, of course, and roofed by a bulb-studded marquee circa old-school American cinemas. Director’s chairs adorn the makeup booths where you get to try on some of Giorgio Armani Beauty’s cult products, including new and limited edition releases that you can’t get at their brick-and-mortar boutiques.
This includes the best-selling Lip Maestro #400, a true red liquid lipstick, and the My Armani To Go cushion foundation, each repackaged in gold instead of the usual rouge lacquer. All of these are engravable for the occasion with purchase.
Aside from swatching and sampling the Giorgio Armani Beauty classics, visitors also get to surround themselves by plenty of Instagram-worthy backdrops, as well as enter a photo booth that will create custom movie posters from their images. These are take-home souvenirs to immortalise your time spent at the Armani Cinema.