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Tag: storytelling

  • Diptyque Unveils Immersive Pop-up Store In Hong Kong: Holiday Edition

    Diptyque Unveils Immersive Pop-up Store In Hong Kong: Holiday Edition

    Diptyque, the esteemed French luxury fragrance brand, has unveiled a pop-up store in Hong Kong’s Hollywood Road, promising an immersive and festive experience for customers through its Holiday 2025 collection, ‘A Night of Wax and Gold’.

    The Store Aesthetics

    Spread across two levels and covering 150 square meters, the pop-up store’s exterior is an eye-catching green facade, beautifully engraved with golden excerpts from the collection’s narrative. Adding a whimsical touch to the store’s facade is Archibald, a mischievous cat character rendered by illustrator Vincent Puente.

    Inside, the ambiance takes a nostalgic turn, drawing inspiration from vintage bookshops. The green painted walls are adorned with gold pine cones and shimmering trees, creating a festive atmosphere. Furthering the theme, a central installation, in the form of a pine tree constructed from oversized books, becomes a unique display for the brand’s Sapin (Pine Tree) Candle, the standout piece in their holiday collection.

    The Creative Workshop

    The upper level of the pop-up serves as an interactive creative workshop. Centering around a large wooden table, visitors are encouraged to partake in a variety of engaging holiday activities. From crafting seasonal wreaths and mastering gift-wrapping and decoration techniques to personalizing candles with hand-applied gold accents, the space offers a stimulating and festive experience for all visitors.

    The Magic Book Experience

    Enhancing the unique shopping experience, the pop-up also introduces a ‘magic book’ feature. Visitors are given the opportunity to choose a bookmark, which, when sprayed with perfume, reveals hidden illustrations and even surprise gifts for the customers to take home.

    Questions & Answers

    What is the theme of Diptyque’s Holiday 2025 collection?
    Diptyque’s Holiday 2025 collection is themed ‘A Night of Wax and Gold’.

    What are some of the activities that visitors can participate in at Diptyque’s pop-up store?
    Visitors can partake in a variety of festive activities including crafting seasonal wreaths, learning gift-wrapping and decoration techniques, and personalizing candles with hand-applied gold accents.

    What is the ‘magic book’ experience at Diptyque’s pop-up store?
    The ‘magic book’ experience allows visitors to select a bookmark which, when sprayed with perfume, reveals hidden illustrations and surprise gifts for them to take home.

  • A narrative-driven Retail Concept Shop Opened by Macy’s Story

    A narrative-driven Retail Concept Shop Opened by Macy’s Story

    US department store Macy’s has opened its “narrative-driven retail concept shop” Story in 36 locations across the US.

    The store concept takes an editorial approach to retail, launching with “colour” as an inaugural theme, inviting customers to explore and experience colour through a rainbow of curated, giftable products and more than 300 colour-inspired events.

    “The discovery-led, narrative experience of Story gives new customers a fresh reason to visit our stores and gives the current Macy’s customer even more reason to come back again and again throughout the year,” said Macy’s chairman & CEO Jeff Gennette.

    Story themes will change every few months with new concepts featuring unique collaborations, narrative-driven merchandising and dynamic event programming.

    “The simultaneous launch of Story at Macy’s in 36 stores across 15 states is the successful outcome of a reimagined approach to cross-functional collaboration and the work of more than 300 Macy’s colleagues who contributed to creating this new, scalable business model nationwide,” said Story founder and Macy’s brand experience officer Rachel Shechtman.

    In the lead up to launch, more than 270 dedicated Story managers and “storytellers” were hired and participated in an experiential retail training program that immersed staff with integrated roles on everything from building fixtures to customer engagement and event production.

    Story at Macy’s averages 1500sqft, cumulatively representing more than 55,000sqft of main-floor retail space across all 36 stores. Herald Square serves as the flagship location, where Story at Macy’s covers more than 7500sqft of continuous retail space on the main floor and mezzanine levels. The expanded space showcases a broader range of partners and interactive experiences than in other locations.

    “The Story at Macy’s experience feels a lot like a real-life version of scrolling through Instagram,” added Shechtman. “You discover things you weren’t looking for, but are inspired by all the fun finds – the second you see it, you need it!

    “We aspire to create that feeling with the breadth of the narrative-driven merchandise edit we are bringing to life with the launch of Story at Macy’s across the country.”

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