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Armani has launched its first Armani Box On Air pop-up store, in the Sanya International Duty Free shopping complex in Hainan. 

Themed as a cinematic world, Armani Box On Air allows visitors to shoot their own scenario from a movie director perspective on a ‘studio’ set. Four curated scenarios are “Live your passion”, “Capture your glow”, Escape to nature” and “Live your own scenario”. 

The pop-up store features red as its theme colour. A white gorilla Uri animated with a mapping technology stands at the store’s entrance. The store offers digital experiences such as a virtual makeup application and a tailor-made voice concierge. The Armani Box On Air also offers a range of products, including its limited editions such as Lip Maestro 405 in an exclusive Uri and stars packaging.

In mark the launch, Armani Box also invited celebrity Ghost Lil and influencer Teacher Xu for a livestream session. 

The Armani Box On Air pop up will close tomorrow.