ARMANI BEAUTY X NBA
THE REIMAGINED ACQUA DI GIÒ
PRODUCT LAUNCH EVENT
An immersive and olfactive-driven experience at The Temple House onMiami Beach.
Client
Armani beauty
Market
Miami
Line Of Business
Fragrance
Snapshot
Strategic Partnership, Product Launch, VIP Event
To reveal Giorgio Armani’s modern take on the iconic Acqua Di Giò, a fragrance that has transcended generations, Industria Creative partnered with Armani Beauty bring to bring to life an immersive and olfactive-driven experience at The Temple House on Miami Beach. The setting: a full-size custom basketball court highlighting the brand’s strong ties to the NBA and its partnership with professional athletes like Miami Heat’s Tyler Herro and Utah Jazz’s Jordan Clarkson.
VIP guests included Maude Apatow, Ava Phillippe, Rowan Blanchard, Jurnee Smollett, Angelica Ross, Ella Purnell, Maria Bakalova and Skai Jackson, among others. The brand formally introduced Tessa Thompson who officially welcomed guests and invited them inside the venue to explore three floors of product displays and education, virtual try on stations and branded content capture vignette.
Guests were treated to an outdoor illumination garden designed to connect guests to Armani beauty’s Illuminous Silk Foundation as they enjoyed Italian-inspired cocktails and hors d’oeuvres.
A show-stopping aerial dance interpreted the Armani beauty Lip Power Lipstick as three dancers floated overhead using the canvas of Vespertine’s façade as their stage.
The 75 high-profile guests included the likes of athletes Todd Gurley, Quentin Grimes, Hansel Enmanuel, Dillon Mitchell, Anthony Walker, Mark Ingram Jr. and more. Also in attendance were celebrities like Chase Stokes from Netflix’s Outer Banks, Gavin Leatherwood from Netflix’s Chilling Adventures of Sabrina, Danny Ramirez of Top Gun: Maverick and Bachelorette alum Dale Moss.
The main space housed the basketball court, dining setup, cocktail bars, lounge areas and a custom DJ booth, all under a beautiful aquatic 360-degree projection mapped environment. The space and hospitality drew inspiration from the notes of the Acqua Di Giò Eau de Parfum—each showcased on soaring vitrines.
The following day, the court and space was open to the public. This consumer day was promoted by local out-of-home wildpostings and radio