If you walk past Tangs Plaza from now until 7 November, you’ll be greeted with a parade of red. Two large scarlet cubes hug a statue of a gorilla painted up in the same hue along the road, branded with the bold words, “Armani Box”. This is the moniker of Giorgio Armani Beauty‘s travelling pop-up that has hit major cities across the world, including London and Hong Kong, and for the first time, it docks in Southeast Asia in Singapore.
The boxes house makeup consultations focused on foundation in one space, and Giorgio Armani Beauty’s impressive array of lip products in another. There are interactive games to be played at each station, and if you complete them, you get to take home attractive samples of the label’s popular products. Also on-site is a spread of photo opportunities, from the Lip Maestro booth filled with balloons to the chance to pose with Uri the Gorilla — an iconic film prop Armani rescued from being scrapped.
Custom engraving services also add to the exclusivity of shopping at the Armani Box. Everything you purchase can be etched with your name or a message and is bagged in a scarlet tote branded with a drawing of Uri that you can’t get anywhere but at the event.
Giorgio Armani Beauty may have launched in Singapore just two months ago, but the brand knows how to make a splash.
The Armani Box is located outside Tangs @ Tangs Plaza, 320 Orchard Rd, Singapore 238865. Register here.