Beyond Luxury Brand: Adding Social Purpose

According to Statista, the fragrance market in China is projected to maintain an impressive annual growth rate of 3.62% until 2028.

Luxury fragrance brands are thriving in China with a focus on in-person experiences, despite online shopping trends. Let's take a closer look at Documents 闻献 and how they skillfully tell their brand stories in their flagship stores, especially with the growing presence of emerging fragrance brands in China.

💕 Connecting Senses with Local Culture & Heritage:
Documents’ flagship stores are a testament to the fusion of local culture and oriental philosophy, with Zen as the core concept. Drawing inspiration from Chinese traditional literature and calligraphy, the meticulous design of the stores—from decor to displays—expresses the brand's values.

The concept stores skillfully intertwine the senses of vision and smell, offering visitors a stimulating experience. Each store adopts a minimalistic approach with a unique color theme (and only two colors are used in each store), such as the black and yellow inspired by traditional Chinese bookbinding.

📖 Flagship as a Cultural Hub:
The flagship store in Shanghai's conserved area sets a new milestone in retail concept. Aligning with Documents' dedication to Oriental culture, this store transforms into a bookstore, showcasing 200 books related to literature, photography, design, and art. It becomes a space for cultural enjoyment, where visitors can also immerse themselves in the brand's diverse room fragrance collections. Beyond merely promoting products, this retail space invites customers to explore, read, and relax, contributing an extra layer of meaning to the local community.

Documents 闻献, where fragrance and culture seamlessly intertwine, sets a great example for creating an unforgettable sensory retail experience.

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