To Boost Brand Awareness and Drive Deeper Engagement
A Content-Rich Pop-Up Activation and Exclusive VIP Launch Event
Armani Beauty sought to create a high-impact, multisensory experience for the launch of My Way Parfum, featuring Sydney Sweeney. The challenge was to develop an activation that captivated consumers, drove fragrance sampling, and generated widespread digital and social engagement. It needed to balance aspirational luxury with broad accessibility, delivering a content-rich journey while reinforcing brand prestige through an exclusive VIP moment—all within a competitive, crowded market.
Gradient transformed NYC’s Meatpacking District into an immersive My Way universe with a three-day pop-up. The experience featured a striking infinity room, a floral installation showcasing key fragrance notes, and a bold hot air balloon photo moment, creating multiple touchpoints for engagement. Guests interacted through digital filters, social sharing, and personalized fragrance sampling. The launch kicked off with an exclusive VIP rooftop event at the Gansevoort Hotel, welcoming A-list guests before opening to the public. Over the weekend, more than 2,000 attendees engaged, amplifying awareness and driving lasting brand impact.
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