ARMANI BOX | WHY BEAUTY LOVERS NEED TO EXPERIENCE THE CRIMSON AFFAIR
BY MARIA THATTIL
Cementing Chadstone as not only the Fashion Capital of Australia, but a Beauty landmark, Giorgio Armani marked the Melbourne centre to host it’s iconic Armani Box pop-up. A crimson arena of scarlet fixtures and warm lighting, the Box was an effusion of the iconic brand itself - simplistic in design, meticulously detailed and an unbridled expression of modern femininity.
With a floral, fruity scent in the air, the Armani Box is located in the luxury precinct of Chadstone, floating amidst designer power-houses on a carpet of red velvet. Providing the dress code for face, the pop-up allows guests to walk into the strikingly red, elegant world of Mr. Armani and indulge themselves in coveted collections like the Sì Women’s range, the Armani Cushion and the Lip Maestro Collection.
With an abundance of rouge fixtures show-casing some of the world’s most beautiful, luxury make up, the Box architects the bold and eclectic world of Mr. Armani himself, featuring a giant, red, resin gorilla named Uri. With an almost cinematic presence, the gorilla was crafted by Italian artist Marcantonio Raimondi Malerba, Uri is a replica of the black statue in Mr. Armani’s Milan abode, adding a distinct sense of style to the linear store.
On the evening that the red ribbon was cut, guests were greeted with chilled mineral water and Prosecco, mingling with the brilliant corporate team behind the Australian arm of the Armani brand, collectively indulging a shared passion for luxury beauty and stylistic perfection. Local Face Designers demonstrated applications of coveted products in one-on-one consultations, and I had the pleasure of learning that one can never have too many lacquers, as Director of Artistry - Ross Andrewartha - graced my lips with the lasting hydration of the Lip Maestro gloss.
For Australian beauty lovers, the Box is a red and pink hued sensory adventure one should not miss. For the modern beauty consumer, the brand will appeal to your character of grace, boldness and confidence - whilst promising you infallible, powerful products that will enhance your natural beauty. Visiting the striking red destination, you can have your make-up done by a Face Designer and sample Armani’s infamous Complexion and full lip range, all whilst basking in the scent of Sì Passione’s cedarwood and jasmine. You can also have your aesthetically pleasing, gram-worthy moment with Uri. Available until February 25th 2019, those with a penchant for luxury will want to know: What’s in the Armani Box?