Outside of fashion, Giorgio Armani‘s first love was the cinema. Growing up, he was captivated by Hollywood — the sophistication, and clean style of the cast in American films. Armani continues to bring a cinematic touch to his work, believing that film and fashion are crucial to creative stimulation.
Bringing his love for the big screen to life is the new Giorgio Armani beauty pop-up. Open from 18 to 29 July at ION Orchard Level One, it gives visitors a thorough cinematic experience through the lens of beauty. Take a seat on the director’s chair under its bulb studded-marquee. There are makeup stations galore for you to try your hand at the brand’s products, which range from the cult to the limited-edition.
Available exclusively at the pop-up is the Lip Maestro #400, as well as a gilded version of the My Armani To Go cushion. Bestselling items such as Luminous Silk Foundation, and Power Fabric Longwear High Cover Foundation are also available. You can also engrave lipsticks, like the Lip Maestro and Rouge d’Armani Matte Lipstick upon purchase.
Of course, as with every ‘grammable pop-up, there’ll be installations and interactive features aplenty. Don’t leave without popping into the photo booth that creates custom movie posters.
Armani Cinema is happening from 18 to 29 July, at ION Orchard, Level One. Register here to sign up.
All photos are credited to L’Oreal and Giorgio Armani