The immersive exhibition which was held on February 10, was split into five sections based on the respective lines within the Armani Privé Haute Couture Fragrance universe. As guests ascended upon a flight of the grand stairway, they entered The Catwalk, which features four Armani Privé scents that matched four couture creations. A red gown from the Armani Privé couture collection was placed alongside an oversized fragrance bottle bearing the same name.
The next room, Les Eaux, presented nature-inspired scents within a romantic garden made up of plants and flowers sculpted from scented paper. This section featured one of the brand’s best sellers, Thé Yulong, the black-and-green tea-scented fragrance favored by brand ambassador Wang. Next up was Les Mille et Une Nuits, a mystical desert scene that interpreted opulent scents derived from Middle Eastern olfactory ingredients. It is followed by Les Terres Précieuses, exploring scents inspired by precious stones; La Collection, the original collection that interprets amber, incense, and leather, and finally Les Editions Couture, a line directly inspired by a couture collection, sold in limited editions.