SDD25/11_01: Retail spaces are evolving beyond traditional storefronts, becoming immersive experiences that transport visitors into new worlds. One standout example is the AMI Paris pop-up in Seoul, a cinematic experience that blurs the lines between fashion, film, and storytelling. AMI Paris has taken over a 140-square-meter, two-level space at 35 Yeonmujang-Gil, Seongdong-gu, transforming it into a vintage movie theatre. Designed as a tribute to classic cinema, the pop-up i

L’Oréal Paris’ Worth It Café blended Parisian charm with immersive storytelling to celebrate International Women’s Day and the legacy of its iconic “Because I’m Worth It” campaign. Guests enjoyed complimentary coffee, a cinema, a reading nook and interactive experiences exploring the brand’s history. Supported by influencer-led content, the pop-up extended its reach beyond the space, creating meaningful moments that strengthened brand connection both in person and online.

SDD25/03_04: Maison Valentino, in partnership with the Abu Dhabi Investment Office, has unveiled Valentino Cinema, an immersive screening event that brings the timeless artistry of Italian filmmaker Federico Fellini to Abu Dhabi. Hosted at the 421 Art Campus, the event draws inspiration from Valentino’s Artistic Director, Alessandro Michele, and celebrates the eternal allure of Rome and its profound influence on global cinema. Through Maison Valentino’s Avant Les Débuts campa