Armani Si Infinity Room

EssenceMediacomX, GroupM OOH

Client: L'Oréal

The launch of Sì EDP Intense in the UK was brought to life with the creation of a 6-metre-high Armani Sì monolith and interior infinity room. The public was invited to step inside and be transported somewhere completely unexpected, in a true sensory overload which pushed the boundaries of light, sound and scent to create an immersive fragrance experience worthy of its inspiration...with an eventual reach in excess of 50M on social media!

A true first for the industry, which translated into real commercial success: in the month of launch, Si franchise grew 4 times the speed of the market.