When beauty and gastronomy come together
In the vibrant atmosphere of Westfield Forum des Halles, Valentino Beauty designed a summer activation in collaboration with Venchi, the renowned Italian house of chocolate and artisanal gelato. This exclusive encounter offered visitors a multisensory immersion, where iconic fragrances and gourmet delights intertwined.
An immersive and innovative experience
To bring this sensory celebration to life, a floral and refined shop-in-shop was set up, conceived as a true ephemeral concept store showcasing the Valentino Born in Roma fragrances. Inside, a perfume bar highlighted the different olfactory facets of Valentino’s creations, designed as a genuine premium brand activation.
The experience was enriched by the presence of an artisanal gelato stand by Venchi, combining fragrant notes with frosty flavors. This initiative perfectly illustrates the rise of in-store marketing within shopping centers. Here, the union between the olfactory universe and gustatory pleasure makes it possible to push the boundaries of experiential retail marketing.
A successful drive-to-store activation
This initiative enhanced Valentino Beauty’s visibility and generated high-quality traffic to the activation site.
The perfume bar was designed as an interactive experience. Trained brand ambassadors guided visitors through a sensory journey, strengthening both sensory marketing and customer experience.
The fragrance selection and its presentation were carefully curated to express the true essence of the Valentino house.
The activation was backed by a targeted communication campaign. It included in-store and on-site brand activation. Sample distribution initiatives engaged shoppers and encouraged product discovery.
This experience shows the strength of immersive marketing and mall-based brand activation. Such initiatives attract new customers and create lasting memories. They help build long-term brand loyalty.
