A secret pop-up in Paris for Nina Rouge Crush…

What if the season’s fruitiest fragrance, Nina Rouge Crush, were an immersive experience in the heart of Paris?

A fruity ode to the capital’s “Cherry Lovers

Nina Ricci once again transforms the City of Light into a fragrant playground. After Nina Illusion in 2023, the House now unveils Nina Rouge Crush, a vegan and ultra-gourmand fragrance, imagined under the direction of stylist Harris Reed. Between juicy raspberry and sweet cherry, this juice reinvents Nina’s olfactory DNA with an even more pop twist.

To celebrate its launch, the brand will take over a secret location at 45 boulevard Haussmann in the 9th arrondissement. An ephemeral space open from April 4 to 6, 10 a.m. to 7 p.m., designed as a total celebration of this new Passion Red iteration.

An immersive setting in the colors of the bottle

This immersive pop-up is more than just a perfume presentation. Nina Ricci is thinking bigger: sensory experiences, Instagrammable settings, exclusive T-shirts to be won… Every detail is designed to reflect the lacquered red of the bottle and create viral content. At a time when beauty is experienced as much as it is shared, the brand is banking on visual emotion.

As with last year’s Café Nina Illusion at Châtelet, this new event is aimed at a young, curious and connected target audience. The aim? To offer much more than a perfume: an immersive interlude that speaks to both the sense of smell and the imagination.

Paris, the setting for a generational fragrance

Nina Rouge Crush isn’t just releasing a new juice. It’s part of a wider strategy in which the city of Paris becomes a setting in its own right. By emphasizing surprise, participation and storytelling, Nina Ricci continues to build a strong emotional relationship with its community.

📍 45 boulevard Haussmann, 75009 Paris
📅 April 4 to 6, 2024
⏰ 10 a.m. to 7 p.m.

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