Diego Angelucci

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Every industry does it – estate agents take photos that make rooms look more spacious, cosmetic companies retouch model images to perfection, and I’ve never had a burger that looks like the images on the menu. The practice of selling products through manipulated, aspirational visuals is as old as the CGI hills. And with the unstoppable rise of AI, the line between aspirational and attainable is becoming increasingly blurred.

Maison Margiela is a French luxury brand and we are allowing guests the chance to explore the iconic ‘replica’ fragrance range with an immersive experience which is all based on exploring personal memories through scent. A beautiful pop up consisting of 8 zones will take guests on a memorable journey.