Editor’s Note
This article details Armani Beauty’s recent collaboration with Vogue Film in Shanghai, an immersive event blending cinematic storytelling with experiential beauty. It highlights how brands are creating physical spaces for direct consumer engagement, moving beyond traditional advertising to offer memorable, shareable moments. The focus on curated film screenings underscores the power of narrative in connecting with audiences on an emotional level.
From September 5th to 7th, Armani Beauty partnered with Vogue Film to launch the “In the Spotlight Cinema” event at GATE M, West Bund, Shanghai.
Visitors enjoyed couture-inspired makeup services, discovering Armani’s artistry up close. A red carpet installation allowed guests to step into the role of a film protagonist, immortalizing the moments.
Each evening featured exclusive screenings curated by Vogue Film, showcasing diverse narratives of individuality and brilliance. The “In the Spotlight Cinema” invited the audience to see their own “spotlight moment” reflected through the films.
From China to Korea and Japan, luxury houses are competing with creativity to attract increasingly demanding and connected consumers. Cinematic campaigns, monumental flagship stores, artistic collaborations, and immersive experiences are transforming every launch into a cultural event. More than a strategic market, Asia is establishing itself as the experimental ground where the new codes of global luxury are being written. A focus on September’s activations.
In China, luxury no longer just seduces; it captivates through total experiences where local culture meets the prestige of international houses. From Shanghai to Chengdu, brands are doubling down on boldness with grand installations, cinematic campaigns, and immersive activations that turn every launch into a true spectacle. China is thus asserting itself as the creative laboratory for global luxury, where codes are reinvented with every event.
– Matthieu Dupont, CEO China – Montblanc
Overview:
Montblanc launched the Chinese campaign “Let’s Write,” fronted by ambassadors Jing Boran and Xin Zhilei. Anchored by a new short film by Wes Anderson, the initiative encompassed large-scale urban advertising takeovers, celebrity pop-ups, localized content, and the simultaneous launch of Montblanc’s Digital Paper notebook, transforming writing into a nationwide cinematic moment.
A new Wes Anderson short film, built around a whimsical “panoramic train,” redefined writing as a journey of introspection and creativity. The director’s precise color palette and symmetry renewed Montblanc’s codes while highlighting Meisterstück icons.
OOH & Large-Scale Facades:
In Shanghai, Montblanc transformed a building into a “story-train” at Réel Mall; giant billboards dominated iconic locations in Shanghai, Beijing, Chengdu, Shenzhen, Changsha, Xiamen, and Hong Kong, offering cinematic scale and strong visual impact.
Experiences & Product Launch:
Pop-ups inspired by Wes Anderson’s “station halls” took place in Hong Kong and Taipei, featuring celebrity appearances, extended immersion via postcards, coffee stands, and leather presentations. Concurrently, Montblanc launched its Digital Paper notebook, merging analog craftsmanship with productivity technology.
Overview:
Inspired by the historic arcades of Paris near Ami Paris’s headquarters, the space recreated barbershops, bakeries, and jewelry stores within a 300 m² immersive environment combining a boutique and Le Café Ami. Visitors discovered the FW 2025 collection as well as panda-themed exclusives paying homage to Chengdu, while experiencing a Parisian street scene. By blending Parisian heritage with local culture, Ami Paris offered a multi-sensory lifestyle-focused campaign, going beyond retail to engage the Chinese public.
Lifestyle Immersion:
Beyond retail, the space condensed and transmitted Parisian art de vivre to the Chinese public through scenes of daily life (barbershop, bakery, cobbler, and jewelry store windows), allowing visitors to explore modern luxury through multi-sensory life experiences.
Cultural Bridge & Respect:
Ami Paris emphasized a two-way cultural dialogue. Rather than solely exporting French chic to the Chinese public, the brand sought to interpret local culture through pre-event content on RED and Weibo highlighting Chengdu’s iconic places and atmosphere. This respectful approach also encouraged more visitors to explore Chengdu itself, in addition to the brand activation.
Celebrity Amplification:
Ami Paris maximized star power to amplify this brand moment. Celebrities were presented as the “f.AMI.ly” and participated in a private dinner, strengthening PR relationships and aligning with the brand’s tone. Each celebrity shared content with Ami on Weibo, while the new global ambassador Zhou Yiran hosted a livestream on opening day. The brand thus achieved a dual objective: astronomical visibility and effective traffic/conversion.
Overview:
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