Westfield Centro: saxophone & sensuality for Armani

Keyfacts

Striking, classy promo dominating the Mitteldom
Friendly promotion and free samples
Live performance by saxophonist André Schnura

Aesthetic, sensual, unforgettable – what an experience as iconic luxury brand Emporio Armani brought its new oriental fougère men’s fragrance “Stronger With You” to life in Oberhausen. From 25 to 30 March, Westfield Centro played host to an elegant interplay of fragrance and design, rounded off by a memorable musical moment that lingered long in people’s minds.

Big spaces and refined tones

The detailed branding caught the eye as soon as people entered the Mitteldom, with escalators and pillars decorated in the new fragrance’s elegant orange-red-brown colour scheme, and with 360-degree on-screen displays on “The HALO” complementing the promotion. A great many visitors felt moved to experience the new fragrance right there at the venue. Friendly promoters were on hand to distribute fragrance samples and introduce people to the world of “You”.

Style meets fragrance: Emporio Armani showcased its new men's fragrance "Stronger With You" in the Mitteldom to attract attention.

The orange-meets-reddish-brown colour of the promo looked really elegant on pillars, on escalators and on "The HALO", the Mitteldom's 360-degree display system.

To convince the gentlemen of the new fragrance, free samples were a must.

The face of the campaign is British actor Nicholas Galitzine who represents the elegant look and feel of the campaign.

On Saturday, the fragrance experience was extended in yet another dimension as musician André Schnura, known for his viral performances at the 2024 “Euros” soccer championships in Germany, filled the Mitteldom with soulful sounds. His unmistakable saxophone playing mesmerised large numbers of visitors, creating an emotional connection to the brand and turning the promotion not just into a world of fragrance, but into a memorable experience too.

Partnership with impact

The promo is part of an ongoing winning partnership between L’Oréal Luxe and Westfield destinations. Whether it’s Emporio Armani or other legendary brands – time and again, visitor experiences are created that go beyond mere product presentations; and once again we succeeded in creating a stylish brand experience combining fragrance and emotion to great effect.

Inspired by this best case? Fancy making use of these promotional opportunities?

Cases

Big spaces and refined tones

Partnership with impact