Scarcely anything triggers human emotions like smells do. Fragrances bring back memories and let us discover new facets of ourselves. So too with the new ‘Angel Elixir’ by luxury label Mugler. Visitors to Westfield Centro were delighted by the modern remake of the perfume classic ‘Angel’ when Mugler made a guest appearance in the popular Oberhausen shopping destination with a pop-up store and media campaign in the mall’s central ‘Mitteldom’ area from 11 to 15 April.

Discover, experience, acquire

Mugler’s Angel Elixir is unmistakable in its iconic star-shaped flacon. Like the perfume itself, however, the packaging has also changed: from radiant light blue to a powerful midnight blue. This is the design used by Mugler throughout its campaign, from the commercial clip to the pop-up store, creating instant brand recognition.

For the perfume relaunch, the company produced an elaborate campaign clip in which US actress and model Hunter Schafer, as the face of the brand, literally reaches for the stars and merges with ‘Angel Elixir’ to become the new star in the sky. The clip ran not just on two large LED screens on the pop-up stand itself, but was also played on the UDS 360° screen system in the Mitteldom – a real attention-grabber.