Replica Memory Box

THE PROJECT

Project Background

With a truly immersive and multi-sensorial pop-up exhibition, we cut through the noisy fragrance industry with engaging moments that brought audience and brand together, turning Maison Margiela’s REPLICA fragrance into the Parfum de Jour.

THE CHALLENGE

Challenge

We were tasked with launching their new fragrance range, REPLICA, in a way that built brand equity with their target audience whilst retaining their premium feel. In a category dominated by big names and bigger budgets, we had to think smart.

OUR IDEA

Solution

An emotional connection between Maison Margiela and their target audience was key. Our lives are built up of thousands of intimate memories through sight, sound, scent, taste and touch, so we celebrated the unique and personal memories of every visitor with the stunning ‘REPLICA House of Memories’. Inside, an immersive and emotive journey took visitors through time and space, travelling back to unlock, explore and replicate their own special, long-forgotten memories through scent. As visitors journeyed through, they put their memory into words, painted a clearer picture, drenched them in colour, and relived them through the power of sound, providing them with distinctive keepsakes to keep the memory alive.