# Immersive Fragrance Flagships Maison Margiela's New Flagship in Singapore is Dedicated to Perfume By Niko Pajkovic | Published 2022-01-21 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/maison-margiela-1 References: [insideretail.asia](https://insideretail.asia/2022/01/21/singapores-first-maison-margiela-fragrance-store-launches/) & [maisonmargiela](https://www.maisonmargiela.com/ca) French luxury fashion label [Maison Margiela](https://www.trendhunter.com/trends/maison-margiela-fragrance) has teamed up with distributor [Aura Prestige](https://www.trendhunter.com/trends/country-lifes) to launch its first fragrance flagship in Singapore. The new retail store, located in Takashimaya Mall, will offer shoppers the brand's signature Replica fragrance collection, which includes 15 unique perfumes. In addition, the store will sell all seven of Maison Margiela's candles. As for the design of the flagship, the 700-square-foot space will boast all-white decor and a life-sized bottle of [Mason Margiela's](https://www.trendhunter.com/trends/ecommerce-platform-mason) iconic perfume, Lazy Sunday Morning. However, the white setting is offset by a multicolored luminous canopy that intends to lead customers towards the store's Olfactive Discovery Zone -- a unique installation featuring a projection screen and physical perfume display. Elsewhere, the Novelty Highlight Zone features the brand's top-selling scents, while The Home Scenting zone is dedicated to the brand's candles and features a cozy sofa for lounging. Image Credit: Maison Margiela ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 85% | Activity: 80% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Immersive Fragrance Experiences:** There is an opportunity for other luxury fragrance brands to create immersive retail experiences that engage customers through interactive installations. - **Multisensory Retail Design:** Creative use of innovative lighting and projection technology can enhance the shopping experience for consumers and create memorable interactions with product. - **Online-offline Synergy:** Brands can leverage in-store experiences to drive sales and increase customer loyalty in their online channels. ### Who This Affects Most - **Luxury Fragrance:** Luxury fragrance brands have the opportunity to increase customer engagement and loyalty by creating immersive, multisensory in-store experiences. - **Retail Design:** Retail designers can incorporate innovative lighting and projection technology to create compelling sensory experiences for customers. - **E-commerce:** Brands can leverage immersive in-store experiences to drive online sales and increase customer loyalty in their e-commerce channels. ## Related on Trend Hunter - [Exclusive Fragrance Concept Stores](https://www.trendhunter.com/trends/scent-journals.md) - [Premium In-Store Experiences](https://www.trendhunter.com/trends/lancomes-domaine.md) - [Garden Shed Pop-Ups](https://www.trendhunter.com/trends/maison-margiela-fragrance.md) - [Digitally Native Fragrance Stores](https://www.trendhunter.com/trends/dossier-flagship-boutique.md) - [Inviting Fantasy-Inspired Perfumes](https://www.trendhunter.com/trends/replica-eau-du-parfums.md) - [Immersive Fragrance Retail Locations](https://www.trendhunter.com/trends/the-perfume-shop-experiential-store.md) - [Indulgent Luxury Fragrances](https://www.trendhunter.com/trends/maison-margielas-newest-fragrance.md) - [Romantic Luxury Fragrances](https://www.trendhunter.com/trends/romantic-luxury-fragrance.md) - [Multi-Sensory Fragrance Destinations](https://www.trendhunter.com/trends/mega-experience-center.md)