A monumental replication of the iconic Sì bottle, recreated at architectural scale to mark the fragrance’s tenth anniversary. Set in Covent Garden for ten days, the installation drew thousands through an immersive infinity room, its mirrored interior brought to life through custom visuals, sound design and scent.
ARMANI
Sì Pop-Up, Covent Garden, London
Technically precise, visually spectacular
Delighting passers-by, fans and celebrities alike, the activation reached an estimated 50 million people through the PR and content it generated, a single structure with genuinely global reach.
