Participated as Official Global Partner
Membership Sign-ups Increased by 803% During Frieze LA
Booth Operation at New York Art Fair from May 1 to 5
Shinsegae International's luxury beauty brand POIRET announced on the 30th that it will participate as the official global partner of Frieze New York.
From the 1st to the 5th of next month, Shinsegae International will operate a brand lounge at 'The Shed' in Manhattan, New York, where the art fair is held, to convey the artistic value of POIRET and actively promote its high-performance skincare and diverse color makeup products.
POIRET has been consecutively participating as the official global partner of Frieze London starting last October and Frieze LA Art Fair earlier this year. At the Frieze LA event, which was its North American debut stage earlier this year, the brand increased its recognition and laid the foundation for overseas market entry. In February, when the Frieze LA event took place, the number of sign-ups on the brand's official website increased by 803% compared to before, and the number of visitors to the POIRET lounge increased by 136% compared to the previous Frieze London event.
For this Frieze New York event, POIRET collaborated with New York-based photographer and filmmaker Sara Cwynar to transform the lounge into an artistic space. Sara Cwynar is a female artist active in New York who has worked on various projects with renowned galleries worldwide, including COOPER COLE in Canada and The Approach Gallery in the UK.
Six works by Sara Cwynar will be exhibited in the POIRET lounge. Among them, the Peony series, which features close-up shots of peonies, is a work that evokes still life paintings with its composition, creating vividness while inducing deep reflection on impermanence, beauty, and fragility through the element of flowers.
The POIRET lounge will showcase various products centered on the brand's signature line, the 'Absolift' collection (elasticity care line). Additionally, a touchscreen roulette game will be installed to allow visitors and customers to actively experience and interact with the brand. Samples of popular products such as Absolift Cr?me (elasticity cream), Absolift S?rum de Jeunesse (elasticity eye serum), Teint Velours (cream foundation), and Rouge POIRET Clair (glow lipstick) will be given as prizes.
A representative from Shinsegae International POIRET stated, “The POIRET lounge operated at Frieze LA previously received an explosive response, with the average daily visitors more than doubling compared to the previous event,” adding, “We will steadily target the global luxury beauty market by fully showcasing the artistic value and 100 years of heritage that only POIRET can present.”
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
