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Armani Celebrates New Men’s Fragrance with LA Pop-Up

The month-long experience celebrates the new ‘I Will’ fragrance and features personalized keepsakes, samples, and more.

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By: Rachel Klemovitch

Assistant Editor

Armani Beauty is bringing its newest fragrance, I Will Eau de Parfum, to life with an immersive pop-up experience at The Americana at Brand in California. 

Guests can step into the cinematic world of I Will and enjoy:

  • Fragrance sampling  
  • Personalized “I Will” keepsakes  
  • Interactive photobooth inspired by the campaign 
  • Olfactory journey unveils fragrance’s key notes  
  • Complimentary fragrance Bottle Engraving *available only on weekends (Friday – Sunday) during operational hours; fragrance bottle must be purchased in advance from Sephora or another retailer. 

Created for the man who defines his own path, I Will is a bold expression of confidence, determination, and individuality.

The new fragrance invites guests to discover the scent through an elevated, experiential environment that embodies the spirit of Giorgio Armani.

The pop-up will run from September 4th to October 6th at The Americana at Brand.

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