In collaboration with Bvlgari, My Beautiful City produced and creative directed a multi-day event in Shanghai's Yu Yuan Department, presenting the brand's new Allegra fragrance collection to press, influencers, and then to a wider audience. The event was designed to generate social media buzz within the local and global market, while creating optimal opportunities for purchase.
Guests were taken on a journey that captures the quintessentially colorful and vivacious nature of the Italian brand though the aesthetic codes of the ﬁve new fragrances of the Allegra collection: Fiori D’Amore, Fantasia Veneta, Rock’N’Rome, Riva Solare, and Dolce Estasi.
The collection debuted through a series of multi-sensory installations: Italian-garden inspired scenes, designed speciﬁcally for each fragrance, embodied the dynamic ingredients and lifestyle narrative behind each. From the sparkling disco balls of Fantasia Veneta to the Mediterranean citrus inspiration of Riva Solare to the sweet shop motif of Dolce Estasi, each room was an utterly unique and gorgeous fantasy unto itself.
The experience concluded within the surreal and artistic Allegra Garden, where all ﬁve fragrances were displayed in glass cases along with magnifying bottles for guests to explore.