Poiret Participates as Official Global Partner in Frieze LA
Shinsegae International's niche luxury beauty brand, Poiret, announced that it will participate as the official global partner of the world-renowned art fair 'Frieze LA 2024,' held in Los Angeles, USA, from the 29th of this month to March 3rd.
They will operate a Poiret-exclusive lounge within the fairgrounds at Santa Monica Airport and plan to promote the brand to art enthusiasts, VIPs, and visitors from around the world. Poiret successfully made its global debut stage through 'Frieze London 2023,' held in the UK last October. Since participating in Frieze London, there has been significant interest in Poiret from VIP customers and industry professionals worldwide.
By participating in Frieze LA, following London, Poiret aims to enhance its brand recognition in the United States and lay the foundation for global expansion. To convey the artistic value and beauty inherent in the brand, Poiret once again collaborated with French female artist Laure Prouvost. She transformed the Poiret lounge into a space for the ecological charity activity 'Oui Grow' and expressed solidarity with freedom and nature.
Poiret also unveiled a limited edition set of hand-painted artworks specially created for the brand, allowing visitors to naturally participate in donations to 'Oui Grow' Inside the lounge, visitors can enjoy videos vividly depicting the natural beauty captured by the artist in a special exhibition space. Filmed against the backdrop of Monteverdi, a rural area in Tuscany, Italy, the video creates the illusion of seeing life forms from another world as the artist, sitting bare-bodied in nature, intersects with images of leaves, flowers, and insects.
The Poiret lounge will also exhibit the brand's carefully selected skincare collection. The lineup will focus on products showcasing exceptional technical expertise and artistry, centered around the popular elasticity line, 'ABSOLIFT.' Icon products for managing skin elasticity include 'ABSOLIFT CRÈME' along with 'ABSOLIFT LOTION' and 'ABSOLIFT SÈRUM DES YEUX’ as eye serum. Visitors can also experience the brand's flagship makeup products such as ‘TEINT VELOURS’ foundation and 'ROUGE POIRET CLAIR' lipstick.